Joint Branded Publishing - the perfect fit

What about National Trust shops?

Conservation Charity Looking after historic places and

green spaces

For ever, for everyone Wastwater Wasdale, Cumbria

What we do

Founded in 1895 by three Victorian philanthropists including social reformer Octavia Hill Octavia Hill demanded ‘common land for common people’ and believed that access to green spaces & nature was vital for wellbeing & happiness

We’re Europe’s largest conservation charity We make Britain proud

Top 10 Things Britain is proud of: 1. Shakespeare 75% 2. The National Trust 72% 3. The armed forces 72% 4. The Union Jack 71% 5. The pound 70% 6. The NHS 69% 7. The monarchy 68% 8. The BBC 63% 9. British sporting achievements 58% 10. The Beatles 55%*

*From Demos poll December 2011

301

271 61

400 41

400

59

Historic Houses

Gardens

Pubs

Villages

Castles

1 0

We look after

9

World Heritage sites

Factories

Lighthouses

The UK’s largest non commercial land owner, we also look after…

Explorer Families •We have 1.39 million family members / 430,000 households / 86% ABC1

•Active, educated and enthusiastic – make their own fun

•Want to enjoy shared experiences as a family

•Seek opportunities for children to learn as well as having fun

•Like engaging activities which stimulate imagination & questions, rather than passive entertainment

• We are their antidote to theme parks, offering authenticity, beauty, space and freedom

Partnerships

Complimenting our work through shared values and

objectives

Brand Partnerships Brand partnerships help us communicate key messages through specific areas of the Trust’s work.

Helping us to communicate our cause

to relevant audiences

Working with us to develop authentic, unique &

creative content

Brand partners can help us by:

Delivering brand perception change

Expand the reach of our brand to new and

relative audiences

Assisting us in reaching brand

aspirations

Some of our partners

Case Study – Cadbury Easter Egg Trails Cadbury invest £1m each year into our partnership, which is promoted on over 30 million Easter Egg boxes

24% awareness nationally

66% awareness of

visitors at properties

196,000 children took part in trails

680,000 people joined in as part of family

group

70% of Trust visitors*

said the partnership

improved their opinion of Cadbury

250 events at

National Trust Properties

*National Trust insight 2014

Case Study– Yeo Valley Promotion

Yeo Valley ran an on pack competition giving their customers the chance to win one of 10 National Trust cottage holidays or one of 21,000 family admission passes

4.5

K

Daily entries to the on pack competition

49 K

Take ups on discount offer in the summer magazine

Packs promoting the offer and the partnership

9 M

50 things to do before you’re 11 ¾

There is nationwide concern that kids are becoming disconnected from nature

‘50 things’ is the National Trust’s response to this and has been running for 3 years

Our goal To ensure every child in England, Wales and NI, has the chance to develop a personal connection with nature by age 12

Awareness of 2014 campaign: • 38% nationally • 45% amongst

Explorer families

I hunting bugs

2013/2014/15 brand campaign • Focused on building emotional

connections with the Trust.

Sales of over 40,000 copies in NT Retail

National Trust Retail

Launch a National Trust Children’s Book List

Publishing Partnerships

Children’s Books

Great Writing

Illustrated Books

Joint Branded Publishing - the perfect fit Katie Bond Tel: +44 7930 544111 Katie.bond@nationaltrust.org.uk @katiebond1