National Trust uses story-telling theme to bring sites to life

The National Trust is continuing to bring to life the stories of the country's heritage in its latest press and radio campaign by Banks Hoggins O'Shea/FCB.

The campaign builds on the drive, launched last year, that aimed to increase visitor numbers to its sites, such as Tudor villages and country houses, by highlighting the stories of those who lived in them in the past.

Three campaign themes, illustrated by different executions, show the trust's different properties.

One theme claims that some stories can be best experienced by visiting the sites where they took place, while a second encourages parents to take their children because they will be able to tell stories afterwards.

The third idea suggests that visitors can experience the stories by walking where former kings and queens walked.

The press ads were written by Graham Pugh and art directed by Chris Walker.

The radio executions were written by Brian Riley and art directed by Matt Lee. Media planning and buying is through John Ayling & Associates.

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