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Top tips from an award-winning campaign

[3 min read]

As featured on The Marketing Society in Scotland’s ‘What’s Going On’ members update.


StudioLR: top tips from an award-winning campaign

Just over a month ago at the Star Awards, StudioLR took home Gold in the Design category for their work at Inverewe with the National Trust for Scotland. Inverewe’s personality is unique. And as it’s been brought to life over the last two years, it has reaped rewards – family visits are up 28% and overall footfall is up 110%.

Here, StudioLR share their three top tips from the project:

1. If you want to attract a new audience, you need to get out of your comfort zone
Taking obscure plant names and turning them into Roald Dahl-inspired phrases and rhymes will make some botanists anxious. Printing a family’s favourite recipe on their historic kitchen ceiling will make some conservationists anxious. But this kind of approach gets families excited by plants and history. It’s not easy but it works.

2. If you’re going to do something brave, build from the inside out
When you’re breaking rules, or doing something new, it’s important that people internally see why. Otherwise they’ll feel anxious and see no value. Bringing the conservationists, historians, gardeners, and volunteers in on the creative process meant our ideas were much richer, more unique, and easier to make happen.

3. Creativity isn’t just for ‘creatives’
Kevin Frediani, the property manager at Inverewe has taken the seed of an idea and made it flourish. From ongoing marketing to events programming… even setting up an artists-in-residence programme – the idea has flowed through everything. Getting a wide NTS team involved in the creative stage helped build pride and ownership – we were one team. Ideas are poor value if they just belong to agencies… good ideas are for everyone to use.


StudioLR won the Gold award for Design at the 2018 Marketing Society Star Awards. Read more about the Star Awards here.

Inverewe: great experiences get great results

[7 minute read]

We’ve got some great news! We’ve been shortlisted for a WON a Gold Marketing Society Star Award in the Design category [UPDATED].

The Star Awards focus on projects which deliver measurable results to clients. Our shortlisted Inverewe project for the National Trust for Scotland is a wonderful success story that we’re delighted to share with you.

Here are a few snippets from our submission:

Inverewe Garden in Wester Ross is an award-winning, world class garden. But a world class garden no longer guarantees an audience.

The National Trust for Scotland took the decision to open Inverewe House to the public – for the first time in its history.

We worked with them to unlock the vibrant eccentricity of the garden’s founder Osgood Mackenzie – developing an identity and visitor experience to attract a new generation of visitors.

Launched in 2016, the work was evaluated throughout 2017.

Ambition:

Create an experience of marvel for all ages. A day of inspiration and wonder that leaves visitors with a sense of admiration for the place and its creator. Departing without doubt that they’ve been immersed in something special. Something worth sharing.

Key Objectives:

  • Increase visitor numbers and spend
  • Attract a much wider demographic – families, younger couples, non-enthusiasts
  • Maximise visitor experience, enjoyment, interaction and learning
  • Promote community engagement and involvement
  • Tell the story of the garden’s creator Osgood, his daughter Mairi Sawyer, and the house and garden
  • Conserve and respect the integrity of the place
  • Bring key stakeholders on the journey, involving them in the process

We created a vibrant identity with colours inspired by the garden’s plants, eccentric typography inspired by Victorian Circus posters, and playful language that draws poetry from botany.

We then brought the identity to life across the site and throughout the house. Packed full of multi-sensory and interactive elements, there’s a surprise in every nook-and-cranny. From sculptures made of gardening utensils to a recipe printed on the kitchen ceiling; from the giant tea pot outside the café to the tiny drawings on the dining room plates; from the gun-room ring toss to the phone that rings when you walk past (go on pick it up)… There’s something for everyone to discover for themselves, and we guarantee you won’t spot it all in one visit!

The re-invigorated Inverewe has gone from strength to strength.

We have evaluated impact across:

  • social media posts (Twitter, Instagram & Facebook)
  • online reviews (TripAdvisor, Google & Facebook)
  • media coverage & political response
  • visitor book feedback
  • staff feedback
  • visitor numbers

A few examples:

Press:

Online/social:

Many glowing reviews with an overall rating of 4.5 stars on TripAdvisor & Google, 4.7 stars on Facebook.

Get in touch to find out how you can