Strategy / Brand Audit / Brand Identity / Copywriting / Implementation
English Heritage plays a dual role in preserving and then presenting the spectacular history of our country. But its fundamental difference to the National Trust — don’t just look, take part! — was not widely known. Research suggested a perception as just a dry and dusty professional body. It needed to radically transform its communications to tempt all the family with a compelling invitation.
Initial research showed that English Heritage was seen as the poor relation of the National Trust:
“English Heritage gets the unsexy side of heritage”
To develop a singular thought that would become the catalyst for building an interactive direction for the business. ‘We bring history to life’, was invented to capture the imagination of staff and recreate the vision of English Heritage of giving a unique visitor experience when at a heritage site.
August 2013 saw English Heritage exceed the much coveted 1 million visitors per month target (1,066,000) for the first time in its history.
Our organising thought
A communications campaign across every media from radio to gift shops, inviting visitors to take an active ‘Step into England’s Story’. Bringing to life the times, tales and lifestyle of the people who inhabited the properties, making a visit not just educational but FUN!
Income increased by 12% year on year.
Smith & Milton
“Our aim has been to create a single, consistent brand story that will appeal to all target audiences and increase their level of engagement.”
Visitor numbers exceeded forecast by 5%.
Visitor numbers increased by 13% year-on-year.