The client wanted to move away from any ‘stay off the grass’ connotations and establish itself as a child/family friendly brand.
Over the summer holidays National Trust had organised thousands of Wild Child activities at National Trust locations designed for children to get close to nature and have fun outdoors.
The aim of Fun Kids was to drive promotion of these activities across the UK to families.
Three times per day, our presenters recommend an upcoming event/day out, which is supplement with an extensive online Events Guide at funkidslive.com.
To explicitly build awareness of a range of the different Wild Child events – as well as National Trust being family-friendly as a whole – different events were promoted each day as our featured event across the summer holidays.
This was supported with dedicated pages in our Events Guide with all key info and click thrus, with different events receiving homepage placement each day as our ‘Featured Event’.
Different Wild Child events were also promoted in our weekly newsletter to parents as our ‘Event of the Week’, providing strong endorsement for the summer campaign.
The on air activity reached over 180,000 listeners over the course of the campaign.
Online there were over 2,000 pageviews for the National Trust content and 163 clicked through to the National Trust pages direct from funkidslive.com.