Responses by Gabriella Grant, senior account manager, Mad River
Background: The purpose was to get people involved and donating to the Wellington Monument project. It has quite a turbulent history and now the National Trust has taken over the project. The trust wants to restore it, but they need people’s support and £1.8m ($2,175,516) of donations to do that. We created an entire campaign identity that could work across communications channels, and encourage people to feel connected to and donate to keep the Wellington Monument story going.
Reasoning: The main campaign identity was “200 years of stories … and more to come.” The idea was to show not only the importance of the monument’s history, but also to make people aware that to continue making new memories and stories, the monument and National Trust needed people’s support. The key to the campaign was building on the local community’s love of the site and engaging key stakeholders like dog walkers, cyclists and families.
Challenges: The interpretation because we had to create something that was visually appealing, but also practical from a health and safety point of view. Since it was outside, we needed to ensure that it would last over a long period of time. In addition to collaborating with the National Trust, we also needed to incorporate various stakeholders’ feedback into the final design, as part of the sign off procedure. We managed to do this by giving everyone all the facts and figures they would need to make the decision-making process as easy as possible.
Favorite details: The look and feel is lovely, and the message of “200 years of stories …” enabled us to communicate the vast number of years that families had enjoyed at the monument, which in turn, helped us connect with the locals currently there—the locals being a key audience for us to reach as ambassadors and early adopters. We also love the arches; these show the turbulent journey the monument has been on via their different heights. We are very proud of the campaign.
Visual influences: For the look and feel, we followed the National Trust guidelines. We also took inspiration from the Wellington Monument and its surroundings. The National Trust wanted it to be part of the landscape and in keeping with the woodland, so we only used relevant materials that were sympathetic to the natural environment.
Specific demands: One of the challenges, and things we are most proud of in this campaign, was the need to marry creativity and practicality together with high quality and standards within a charity budget.