National Trust: Go enjoy - IPA Effectiveness Awards Case Study 2007

Brief Description: This paper outlines how AV Browne Advertising produced a National Trust campaign that delivered a message powerfully, consistently and persuasively that the National Trust is for everyone. A V Browne carried out consumer research and based on this, developed the new strapline 'Go Enjoy!' which was communicated via radio, outdoor and online advertising and PR. It succeeded in increasing the number of paying visitors to NT properties in Northern Ireland from just over 275,000 for the year 2002/03, to almost 510,000 in 2006, and delivered return on advertising investment of 234%, which will help secure National Trust's long-term future in Northern Ireland ;---(TAGS)--- Full Title: Go enjoy! - How the National Trust went head-to-head with shopping centres, leisure centres and theme parks in Northern Ireland ; Number: 2007/41 ; Brand Name: National Trust ; Client: Maurica Lavery - National Trust ; IPA_ProductCoding: Entertainment & Leisure (Visitor attractions) ; Charities (All charities) ; Agency: AV Browne Advertising ; Author: Sam McIlveen, Mike Fleming, Maurica Lavery ;