More Scandal Than Scenery
Client: National Trust
How do you get reality TV addicts to take an interest in the National Trust?
Show them that there's more juicy gossip in a stately home than an episode of Love Island.
National Trust’s audience is literally dying out. This campaign targets a new, younger audience with ads teasing them with sordid tales in magazines like Mirror and Closer.
National Trust characters are brought back to life on social media as influencers. Like real reality stars, they comment on the current episodes and respond to posts by the public.
Their Twitter handles reference the relevant National Trust property and National Trust retweets all of their posts.
Targeted ads suggest National Trust properties to viewers once they’ve finished their favourite reality TV shows online.