• Client

    National Trust for Scotland
  • Role

    Content, Magazine, Email, Video, Online
  • Platforms

    Print, Online, Email, Video
  • Project URL



Since 1931 the National Trust for Scotland has looked after the things that make Scotland special, from coastlines to castles, art to architecture and wildlife to wilderness, conserving and protecting them for future generations. In 2020 the Trust’s ability to make heritage accessible to everyone was severely restricted. Doors to properties were closed and access to open spaces was restricted as the threat of Covid spread across the country. How do you maintain a connection with members when the one thing that unites them, assess to heritage, is severely limited? To answer this, we create a programme of content that spanned the member magazine, online content and virtual events.
The magazine focussed not only on the locations that people could visit (although evolving government advice made that more than slightly tricky), but also why, and how, the Trust looks after it. In doing this we shifted the content of the magazine away from talking about hard benefits (access to properties) towards talking about the Charity’s cause (conservation, protection and education). While the physical magazine is a vital part of our membership offer it is now only one of the ways in which members can engage with the Trust. The print title is great for ‘broadcasting’ content to members but digital channels, such as the virtual talks, are where two-way conversations start. We launched a series of virtual talks in October 2020, led by the magazine team, interviewing the Trust’s experts with live Q&A sessions exclusive to members. Our first event was attended by 750 members, the second 950, then 1,200 and 1,600 with up to 1,000 members watching the sessions on catch up. One member said, “At age 75 I'll never be able to do more than drive through Glencoe, but it was wonderful to follow your expert along the ridges. I enjoyed the programme infinitely more than I would have expected. I signed up from a worthy, but dull, sense of duty....and came away enthused!!”
“Until this year we viewed our member magazine as being a way to inspire our physical places. Since 2020 when our castles, gardens and parks have been closed, or access has been limited, the magazine became the experience, packed ideas for how to interact with the heritage that was on hold in a physical sense. The success of the heritage in the home content offering shows that content is not just a means to an end – it can be the end in itself.” Mark Bishop, Director of Customer & Cause

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