From instant gratification to lasting national pride: The big change that built a more lucrative love for National Trust for Scotland

National Trust for Scotland (NTS), a governing body of protected sites, re-positioned its brand as a Scottish charity worth supporting by releasing a series of TV, radio and OOH ads that positioned support for NTS as support for Scotland.

Campaign details

Brand: National Trust for ScotlandAdvertiser: National Trust for ScotlandEntrant: Frame Agency LtdPrincipal author(s): Gill Wylie, Frame Agency LtdContributing author(s): Michael Bauld and Laura Cheyne, National Trust for Scotland, Lauren Foskett, Frame Agency Ltd

Re-positioning NTS from a nice day out to a Scottish charity worth supporting resulted in their highest ever membership subscription growth

The campaign 'For the love of Scotland' developed by Frame helped National Trust for Scotland (NTS) move from a transactional, price-led campaign to a brand creative platform celebrating what NTS as a charity does for...

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