National Trust and Principles launch new campaign

Family looking at the view between Malham Tarn and Malham Cove, Yorkshire Dales National Park, North Yorkshire.

The new National Trust campaign is challenging people to find outdoor inspiration and get closer to nature in Yorkshire. The National Trust in Yorkshire awarded key elements of the integrated campaign to Principles Agency – www.principlesagency.co.uk .

Eve Crook, marketing consultant for National Trust, said: “This latest campaign celebrates the natural splendor that Yorkshire offers, with its breathtaking scenery and spectacular landscapes. Despite some of the wettest summer months on record, we can still appreciate the fresh outdoors and the array of beauty spots that are within reach on our doorstep. Family walks and days out are often no more than a few miles away and prove to be kind to the purse, which is an important consideration in today’s economic climate.”

The outdoor and digital media campaign – www.facebook.com/NTYorkshire – includes bus and 4, 6 and 48-sheet posters that will be seen at railway stations, primarily targeting commuters. A fun Facebook app has also been developed that allows customers to decide whether they are ‘free spirits’, ‘adrenaline junkies’ or ‘experience seekers’. The app then points them to those attractions that are considered to suit their outdoor lifestyles. Facebook advertising also targets social media users.

The new campaign aims to generate family and adult visitors to the many attractive National Trust locations including the Yorkshire Dales, Fountains Abbey & Studley Royal, Nostell Priory & Parkland and the Yorkshire Coast. This National Trust region itself attracts in excess of 1.5 million visitors each year.

Chris Goodwin, managing director for Principles Agency, said: “This campaign plans to encourage online and face-to-face customer interaction with the National Trust. It aims to inspire and attract a loyal customer base that appreciates the wonderful outdoors. We are thoroughly spoilt with so much outdoor space and natural heritage right here in Yorkshire, so we wanted to help the National Trust reinforce that message, along with the fact that anyone can get closer to nature.”