Time well spent

Identification
In today’s fast moving times people want to find a deeper meaning in life, which goes beyond the consumerism of the 21st century. Action Research helped clarify that people wanted a respite from their busy everyday lives, but didn’t want it to be passive. They were searching for an active form of relaxation.
Definition
The Action Idea revealed that we should position the National Trust as a stage for enjoying life’s simple pleasures. It’s a place for active relaxation, where you can escape the ‘everyday’, spend time with family and discover what’s truly important.
Evocation
Time well spent.
Activiation
Brand definition, outdoor, press, inserts, direct mails, doordrops, POS, PR/social, strategic partnerships, online.
Study
Memberships have exceeded 3.5m and visits are up 4%.

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