To counter preconceptions that the National Trust only looks after country houses, by raising awareness of its vital conservation work across the Midlands.
Summer 2019 presented a perfect opportunity to convey this message, as a little-known, curved walled garden at Berrington Hall was to return to National Trust stewardship after years of use by a local tenant farmer. One of just two curved walled gardens to have ever been created by world-famous landscape designer, Capability Brown, the doors to the garden had been locked for 150 years.
- Three broadcast outlets attended the grand unlocking resulting in:
- A five-minute feature on ITV Central, including interviews with two National Trust representatives, plus an additional weather report
- A two-minute, 30 second slot on BBC Midlands Today
- A prime-time feature on the BBC Radio Hereford and Worcester Breakfast Show, with a Facebook share too
- Nine further pieces of regional coverage were also secured across print, online and publishers’ social feeds
- Crucially, 100% of coverage referenced the National Trust’s essential conservation work