Case Study
National Trust

In 2012 Flint was approached by the National Trust with an audience development and brand repositioning brief to engage the historic charity with a target audience of 18-35 year old Londoners, a demographic that has traditionally been resistant to National Trust marketing activity. In response to this challenge, Flint delivered and promoted an innovative geo-location based App that retells the cultural history of Soho through the recollections of high-profile artists, celebrities and Soho personalities.

The App was promoted through a portfolio of community engagement initiatives including a Soho quiz with Stephen Fry and Bernie Katz in the Groucho Club, an evening of Soho Stories at the Foyles Bookshop ‘Love Charing Cross Road’ festival, a 5×15 Soho Stories evening at the Soho Theatre, and a Shoreditch House Literary salon special at Soho House.  Cross-marketing partnerships were also secured with a number of community events, private members clubs and institutions.

Working with digital media organisation Imagineear, Flint launched the App through a week-long programme of ‘live Soho Stories’ in Soho Square, presented by celebrities including Immodesty Blaize and Dan Cruickshank and delivered to the general public through the medium of National Trust branded wireless headphones.

Following a national exclusive in the Daily Mail, titled “National Trust lures younger crowd with X-rated Soho Tour”, 9 further national newspaper features were secured, in addition to extensive promotion on broadcast and digital platforms.  Over 3 million people were reached on Twitter, and the initiative was exposed to an estimated total of 400 million people.  Flint’s campaign was awarded Gold for the Best Use of Digital by an NGO, NFP or Charity in the 2012 Digital Impact Awards.

 

“Flint are an enthusiastic, innovative and dedicated agency, with whom it is a pleasure to work. Raising the profile of the National Trust within the centre of any city has always posed a challenge and with the Soho Stories initiative the team at Flint were able to implement and execute a brilliantly creative campaign which not only introduced us to a whole new demographic but also secured an impressive level of coverage across a wide spectrum.”
– Ivo Dawnay, London Director, National Trust

 

Image Credit: Soho Stories (detail), Courtesy of National Trust

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