Industry Insights: National Trust for Scotland

Since 1931 the National Trust for Scotland has been protecting our country’s natural, cultural, and historic places – so we can all share in them.

Join the National Trust for Scotland and the Leith agency on Thursday 5 October at The Georgian House in Edinburgh, as they take you through the evolution of the Trust’s brand and how they’ve transformed how the nation perceives them – from being a once shy visitor attraction to an ambitious and much-loved conservation charity ‘supported by you’.

About the National Trust for Scotland

The National Trust for Scotland is responsible for a very diverse product portfolio and therefore straddles several ‘markets’ – conservation and heritage, nature and wildlife, visitor attractions and tourism. Historically some of its comms tried to be ‘all things to all people’ often resulting in confused messaging that didn’t land well.

In response, the Trust took the decision to become more single-minded in its approach and focus on longer-term brand building. The launch of its For the Love of Scotland brand platform allowed the Trust to be more explicit about being a charity and how it is there to protect Scotland’s special places for future generations.  

This year, the National Trust for Scotland and the Leith agency worked together to evolve the brand and develop a creative approach that built on previous activity and aligned with the Trust’s new 10-year vision and countdown to its centenary in 2031. The campaign, Shared Moments, launched this summer and set out to encourage people to support the charity for the long term.

Speakers include

Laura Cheyne, Head of Marketing, National Trust for Scotland

Simon Burford, Account Director, Leith

Clare Willis, Marketing Manager, National Trust for Scotland

Ruth Forbes, Communications/Brand Consultant

What else?

The Georgian House, cared for by the National Trust for Scotland, tells the story of those who lived and worked there in the late 18th and early 19th century.  

After the event, guests are invited to explore the house and discover more about the wealthy Lamont family along with their servants who lived and worked ‘below stairs’ to support the lavish lifestyle of the family upstairs. Visitors will also have the chance to see the new Raeburn’s Edinburgh exhibition, plus room guides will be on hand to tell you more about the house and its grand interiors.  

Members have priority booking until Monday 18th September. 

Bookings have sold out for this event. Please contact [email protected] if you wish to join the waiting list. 

Thank you.