National Trust The brief is to create an integrated campaign to draw in a younger audience.
The ‘It’s What You Make It’ campaign highlights that what you put into it is what you get out of it by making young families take responsibility for making the day their own. The ‘It’s What You Make It’ kit is to aid families in doing this.
In response to the brief is a kit for the ‘It’s What You Make It’ campaign, which includes picnic gear, a disposable camera, seeds and a family membership. Shown with the kit is a scavenger hunt set which is the initiation for the family into the campaign.
By completing the scavenger hunt at a National Trust site, they are rewarded with the kit.
The content of the campaign kit is as follows: A picnic basket for all of the components to be kept in, traditional picnic utensils, an attached basket label for the familyâ€™s name and record of places theyâ€™ve visited, a membership card which is valid for the whole family,
a parking sticker entitling the family to free parking, a disposable camera to record all of the memories that they make whilst at the National Trust site and a pack of flower seeds which the family can plant and keep returning to, to see how they grow.
Printed collateral for ‘It’s What You Make It’ Campaign kit.
The ‘Its What You Make It’ campaign app would be used in conjunction with the kit.
The app has 3 pages; a Checklist to make sure you remember everything, Picnic Games for game ideas to play at the National Trust site and an Interactive Walk which gives you a route to walk around which will be different every time.
Contextualised ‘It’s What You Make It’ campaign kit in use