Two-stage acquisition campaign (Jan/Feb 2018)
The aim was to create free and relevant content for parents and grandparents, warming the audience to the National Trust brand and the idea of membership. The PDF download was designed to get people engaged with the great outdoors through winter, to push users to the website and start planning activities with their family. From the initial give away the person would then receive a series of emails showcasing the benefits of annual membership.
Social media assets
Downloadable interactive PDF