Lida unveils ‘glowing’ NT mailshot

Lida unveils 'glowing' NT mailshotThe National Trust is aiming to reinforce its new child-friendly image with a direct marketing campaign to support its “50 things to do before you’re 11¾” initiative, encouraging children to get outdoors and discover the natural world through a raft of activities.
The campaign, devised by Lida, is the continuation of a wider integrated push that launched in July, promoting the initiative through multiple channels including TV, radio, online and press.
Targeting existing National Trust members, the new work encourages families to make the most of the great outdoors during the forthcoming school half-term holidays. Lida has developed a ‘glow in the dark’ mailpack to bring to life No.40 in the list of 50 Things: Go on a nature walk at night.
The strategy to woo more children – and families – was launched in 2011 to tackle the National Trust’s stuffy image and attract new visitors. The organisation, which manages more than 300 historic properties in England, Wales and Northern Ireland, was thought out of date, formal and only for certain demographic groups, such as aged 50 and above. Lida has held the direct marketing account since 2012.
The mailing outer depicts a moonlit sky and the headline: “Ready for a night-time adventure?” It also includes the instruction, “Open, then discover what comes alive in the dark” on the reverse. Inside, the recipient finds a poster featuring an illustration of a rural landscape during the day. But when the bedroom light switch is flicked off at night, the poster comes alive.
Powered by phosphorescent (glow-in-the-dark) ink, nocturnal animals appear below a star-filled sky. The headline on the reverse reads: “Not spooked by the dark? You’ll see more than you think when you go on a nature walk at night.”
The poster directs its audience to the “50 Things” website, where the full list of adventures to be had before you’re 11¾ can be seen.
Lida unveils 'glowing' NT mailshot 2Lida executive creative director Nicky Bullard said: “In a time when children rarely receive anything in the post, here’s something to really inspire them. Our pack comes alive in the dark, just as nature does with all its wonderful surprises.”
National Trust loyalty marketing manager Kelly Hanchett added: “The National Trust’s ‘50 things to do before you’re 11 ¾’ campaign is rooted in giving kids the chance to foster a connection with nature from an early age. To go exploring, splashing, climbing, and rolling in the outdoors, are activities that will create memories that’ll last a lifetime. This campaign is a great way to bring the 50 things activities to life and we hope that kids and their families enjoy it, and are inspired to get outdoors and have fun.”

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