Spring has sprung with National Trust's #Blossomwatch campaign

Spring has sprung with National Trust’s #Blossomwatch campaign

As the beginning of Spring emerges, Medialab have recently supported their partners National Trust in launching #Blossomwatch, a campaign designed to encourage people to get out and enjoy the blossom whilst it lasts, and share those moments as they do.

Marking the beginning of Spring, the multi-channel brand campaign features across TV, print, paid social and out of home, and shows people how blossom can add joy to their daily lives. Working in partnership with Twitter, Medialab arranged a 24 hour takeover including the introduction of a bespoke #Blosssomwatch National Trust emoji, enabling the National Trust to generate, amplify and join conversations and content around the Blossom that people were encountering.

The campaign will culminate in aggregated content from social media being visualised across Digital Out of Home Screens in 16 UK cities in partnership with MediaBridge, Ocean Outdoor, JCDecaux and Global.

Furthermore, a partnership with ITV resulted in weekend takeover of the channel, as #Blossomwatch ads ran across ITV programming with optimum strategic placements. Mike Barrett, Group Sales & Partnership Controller at ITV, said, “It’s as always a pleasure to work with Medialab and the National Trust on launching their latest brand campaign. The weekend takeover for #Blossomwatch which launched nationally with bespoke 10″ and 30″ idents running on ITV across news, weather, gardening and contextual programming is completely collaborative, and we count our relationship with both Medialab and National Trust as a partnership. I think that end result really shows that, and excellent work on all sides of the fence has resulted in fantastic awareness for #Blossomwatch, encouraging viewers to get out and enjoy the Blossom whilst it lasts.”

 

 

Head of Marketing Programmes, Rebecca Cogswell, said, “Launching #Blossomwatch is always a moment to look forward to, welcoming spring in all it’s glory and seeing our supporters share the joy that blossom brings. The ITV partnership was a new approach to TV for us, and brilliantly integrated with our PR activity, and activations across Twitter and other social channels. As we move into the fundraising phase of the campaign, we can evidence how the simplicity of the joy of spring can translate into real support for our climate change ambitions. As always, Medialab have been a integral to the creation and success of the campaign, thank you team.”

Executive Director at Medialab, Steve Parker, said, “We always look forwards to working with National Trust on their #Blossomwatch campaign, not least as it marks the beginning of Spring, but because it’s a fantastic opportunity to work with some brilliant partners. A massive thank you to ITV and Twitter for being so receptive to our plans and making the takeovers happen so successfully, but also to the National Trust, whose important work of encouraging people to get outside and enjoy nature, is something that we feel privileged to support.”

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