• Client

    National Trust for Scotland
  • Role

    Content, Magazine, Email, Video, Online
  • Platforms

    Print, Online, Email, Video
  • Project URL

    www.nts.org.uk

Overview

The National Trust for Scotland is Scotland’s largest conservation charity – and it has an ambitious target to grow membership from 380,000 to 490,000 by 2023. This growth will not come from pensioners and bake sales, but from new types of families, with new passions and priorities. As such we need to create content for the families of today who are the members of tomorrow.


In 2018, we relaunched the Trust’s membership magazine with a new cross-platform content strategy and a design based on their new brand identity. We worked with the Trust to get across its key messages and create content that engages their community of members. The solution that we came up was built completely around the Trust, from their use of language and tone of voice to their fonts, colour palette and choice of paper stocks. This resulted in a magazine and online content that was consistent with everything that the Trust produced and was distinct from other membership organisations in Scotland.


In 2019, the Trust began a partnership with the international supermarket chain Lidl. The most visible part of this partnership was a new quarterly publication, The Lidl Book of Big Adventures, which was made available in every Lidl store in Scotland and at Trust properties. Think created all of this content, successfully balancing the two brands and creating a publication that families greatly enjoy.


By commissioning this new content, the Trust has increased its visibility to Lidl customers and added visitors through the use of an accompanying sticker sheet that is only available at Trust properties. Meanwhile, Lidl has been promoted to Trust members through sponsorship of the publication, drawing customers to stores via a £2 money-off voucher incorporated into copies distributed at Trust properties.

The Trust membership magazine has changed radically, with Think totally understanding our ‘Old Testament’ to ‘New Testament’ shift in direction. Previously the magazine was all about promoting the National Trust for Scotland as a set of days out destinations to our membership. And that’s fine, but it was missing the point. The charity exists to protect the places that form such an important part of what people love about Scotland. So off the back of a complete strategic review and brand shift, we set Think the challenge of making the magazine look better and work harder for us. It has been completely aligned to our overt charity purpose and is also vibrant, surprising and a cracking read. Mark Bishop, Director of Customer & Cause

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