This week, National Trust launched its new brand campaign, “Space to Feel,” a campaign crafted to echo the charity’s commitment to creating spaces where everyone can escape and find emotional release.

The campaign targets young, urban audiences, promoting the National Trust as a welcoming space, away from busy city life.

Here at Medialab, we’ve worked closely with the National Trust to plan the year-long campaign. To effectively connect with this younger audience in their everyday urban environments, the Space to Feel campaign leverages a strategic selection of media channels and platforms that resonates with the target demographic, running across Meta, TikTok, YouTube, Video on Demand, Cinema and digital out-of-home (DOOH). This diverse media mix ensures that the campaign messages are not only heard but felt, crafting a narrative that connects with the digital and real-life landscapes these individuals will be navigating daily. The campaign aims to communicate the Trust’s message that is “For everyone, forever.”

Expanding on this, we have also launched National Trust’s first-ever DRTV campaign for membership, “Open the Door to more”, a campaign filled with wonder and exploration. The campaign features strategic placements in popular programming, such as “Ainsley Harriet Cooks the National Trust,” ensuring alignment with content that indexes highly to the membership target demographic of 44-65. The campaign invites viewers to explore further, promising new experiences and adventures centred around themes of discovery, spending quality time together, uncovering new stories and learning at various National Trust properties.