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National trust beano case study

John-Paul Murphy
John-Paul Murphy

The National Trust partnered with The Beano comic to help attract families with children to their venues. The Beano integrated National Trust properties and facilities into comic strips featuring popular characters. This included a comic takeover, activities, and videos. The partnership generated over 贈250k in PR value from over 200 online articles and national newspaper coverage. It drove increased Beano sales and National Trust website traffic. The National Trust saw increased venue attendance and positive staff and visitor feedback on the creative partnership with The Beano.

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Partnership Marketing: A case study
Gnashional Trust!
Where do we start? National Trust wanted to energise families with children to visit across England, Wales & N. Ireland NT have invested significantly in amenities and facilities at their venues & wanted newsworthy activity that would tie into their Kids go Free summer promotional offer Looking for a partner to help cast off their (unfair) keep off the grass perception by families They turned to Britains best and most famous comic for help!
How was this partnership executed? Recognition through DCT Youth Insight research & NT research that was a good crossover between respective audiences & good classic brand fit National Trust wanted to take over an issue of The Beano but instead we agreed; Let Beanotown characters take over the National Trust! NT suggested the properties for feature and our Beano creatives did the rest! Uniquely, we integrated the respective NT properties, attractions and facilities into 5 of the Beanos most popular comic strips, covering 9 different venues
Dennis & Gnasher
Minnie the Minx
The Bash Street Kids
Billy Whizz
The Numbskulls
Not just comic strips A character-branded promotion/competition within the pages of The Beano National Trust advertising but with a Beano twist! A take-over of the Beano.com site, with integrated content, advertising and jointly branded downloads A joint approach to generating PR coverage of the unique tie-up targeting national media A jointly-produced short film detailing the process of creating promoted through NT site + Beano.com Now also being used in educational channels
Advertising
Online engagement
Venue engagement We also worked with NT to develop materials for each of the featured venues Giant poster artwork (from line art through to completed comic artwork) for viewing Activity sheets for comic drawing & colouring competitions created for hand-outs & downloads Appearance by Dennis costume character Engagement with NT staff & volunteers This joint approach ensured design/message consistency and an integrated promotional & marketing feel to activity
Activities for visitors to NT venues
[NT/BEANO VIDEO HERE]
Staff communication
Staff engagement & excitement Dennis at NT Headquarters at Heelis, Swindon
The Beano drives PR coverage! Worked with National Trusts PR agency, Mischief, to drive national coverage of the tie-up Promoted as 2 National Treasures working together If Dennis & Beanotown pals can take over National Trust, then they can deal with any & all children! Targeted sell-in to national newspapers, local press and radio to drive footfall to specific NT locations Promote the kids go free promotion
What we achieved in 3-4 days UK National newspaper articles: 6 UK Regional newspaper articles: 18 UK Broadcast items: 15 Online items/articles: 239 PR value in excess of 贈250k!
National trust beano case study
Great results all round 98% Prompted brand recall of National Trust 92% Agreed that they really enjoyed this issue as it was a bit different 98% Thought the issue was good or excellent (79% excellent) 87% Agreed I loved Dennis & Gnashers adventure at the castle. I didnt know castles were so fun 91% Agreed I want to go one of these places & explore myself 83% Would like to visit one of the locations after reading it in The Beano 74% Kept the issue to read it again 29% Passed the issue on to a friend 68% Have or plan to ask family to go to one of the venues Based on 477 respondents through www.beano.com
Great results all round Spike in Beano sales: 25.9% uplift vs previous wk (there was a 1.2% increase w-o-w in 2010) Beano.com received 2059 referrals from nationaltrust.org.uk Beano.coms various pieces of NT content received 23,570 visits c. 1,500 separate downloads of NT branded wallpapers & content
Results from National Trust Over 1,000 downloads of Kids Go Free voucher on the Beano pages at nationaltrust.org.uk c. 40,000 overall Superb on-the-ground reaction from properties The staff are all so excited about being on the cover, theres a real buzz. Just what we needed at the peak of the season. - Anna Orton, Property Manager, Powis thank you for organising the Beano partnership. It has been fantastic at Lyme Park and we had over 600 children do the Billy Whizz Quiz around the house, It was so popular, we put it on for 3 extra days! Loved by children & adults alike. A fabulous idea! - Georgina Ferguson, Property Manager, Lyme
And NT HQ say nice things about us too Working with the DC Thomson guys has been absolutely fantastic from start to finish. Their enthusiasm, flexibility & ability to think much wider than the initial ideas proposed allowed us to work together to deliver a hugely exciting & successful campaign. Not only did the campaign widely exceed its targets in terms of PR exposure but at our properties, our teams were able to up-weight it in their own relevant way.The great results achieved are testament to their hard work & creativity. Big thanks from all at National Trust! - Laura Appleby, Visitor PR & Marketing Manager, National Trust
This makes Dennis & Gnasher very happy
Summary Real integration of product into our content a genuinely unique & creative proposition From original discussion to delivery: 4 months PR power of The Beano & our characters generates headlines & drives footfall Opportunity to communicate to a motivated & engaged audience of Beano readers they seek things out Promoted through various media channels comic, online & through our licensed partner on radio, FunKids Halo effect of association with one of the most famous childrens publishing brands Working with The Beano generates results!
National trust beano case study

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National trust beano case study

  • 3. Where do we start? National Trust wanted to energise families with children to visit across England, Wales & N. Ireland NT have invested significantly in amenities and facilities at their venues & wanted newsworthy activity that would tie into their Kids go Free summer promotional offer Looking for a partner to help cast off their (unfair) keep off the grass perception by families They turned to Britains best and most famous comic for help!
  • 4. How was this partnership executed? Recognition through DCT Youth Insight research & NT research that was a good crossover between respective audiences & good classic brand fit National Trust wanted to take over an issue of The Beano but instead we agreed; Let Beanotown characters take over the National Trust! NT suggested the properties for feature and our Beano creatives did the rest! Uniquely, we integrated the respective NT properties, attractions and facilities into 5 of the Beanos most popular comic strips, covering 9 different venues
  • 10. Not just comic strips A character-branded promotion/competition within the pages of The Beano National Trust advertising but with a Beano twist! A take-over of the Beano.com site, with integrated content, advertising and jointly branded downloads A joint approach to generating PR coverage of the unique tie-up targeting national media A jointly-produced short film detailing the process of creating promoted through NT site + Beano.com Now also being used in educational channels
  • 13. Venue engagement We also worked with NT to develop materials for each of the featured venues Giant poster artwork (from line art through to completed comic artwork) for viewing Activity sheets for comic drawing & colouring competitions created for hand-outs & downloads Appearance by Dennis costume character Engagement with NT staff & volunteers This joint approach ensured design/message consistency and an integrated promotional & marketing feel to activity
  • 14. Activities for visitors to NT venues
  • 17. Staff engagement & excitement Dennis at NT Headquarters at Heelis, Swindon
  • 18. The Beano drives PR coverage! Worked with National Trusts PR agency, Mischief, to drive national coverage of the tie-up Promoted as 2 National Treasures working together If Dennis & Beanotown pals can take over National Trust, then they can deal with any & all children! Targeted sell-in to national newspapers, local press and radio to drive footfall to specific NT locations Promote the kids go free promotion
  • 19. What we achieved in 3-4 days UK National newspaper articles: 6 UK Regional newspaper articles: 18 UK Broadcast items: 15 Online items/articles: 239 PR value in excess of 贈250k!
  • 21. Great results all round 98% Prompted brand recall of National Trust 92% Agreed that they really enjoyed this issue as it was a bit different 98% Thought the issue was good or excellent (79% excellent) 87% Agreed I loved Dennis & Gnashers adventure at the castle. I didnt know castles were so fun 91% Agreed I want to go one of these places & explore myself 83% Would like to visit one of the locations after reading it in The Beano 74% Kept the issue to read it again 29% Passed the issue on to a friend 68% Have or plan to ask family to go to one of the venues Based on 477 respondents through www.beano.com
  • 22. Great results all round Spike in Beano sales: 25.9% uplift vs previous wk (there was a 1.2% increase w-o-w in 2010) Beano.com received 2059 referrals from nationaltrust.org.uk Beano.coms various pieces of NT content received 23,570 visits c. 1,500 separate downloads of NT branded wallpapers & content
  • 23. Results from National Trust Over 1,000 downloads of Kids Go Free voucher on the Beano pages at nationaltrust.org.uk c. 40,000 overall Superb on-the-ground reaction from properties The staff are all so excited about being on the cover, theres a real buzz. Just what we needed at the peak of the season. - Anna Orton, Property Manager, Powis thank you for organising the Beano partnership. It has been fantastic at Lyme Park and we had over 600 children do the Billy Whizz Quiz around the house, It was so popular, we put it on for 3 extra days! Loved by children & adults alike. A fabulous idea! - Georgina Ferguson, Property Manager, Lyme
  • 24. And NT HQ say nice things about us too Working with the DC Thomson guys has been absolutely fantastic from start to finish. Their enthusiasm, flexibility & ability to think much wider than the initial ideas proposed allowed us to work together to deliver a hugely exciting & successful campaign. Not only did the campaign widely exceed its targets in terms of PR exposure but at our properties, our teams were able to up-weight it in their own relevant way.The great results achieved are testament to their hard work & creativity. Big thanks from all at National Trust! - Laura Appleby, Visitor PR & Marketing Manager, National Trust
  • 25. This makes Dennis & Gnasher very happy
  • 26. Summary Real integration of product into our content a genuinely unique & creative proposition From original discussion to delivery: 4 months PR power of The Beano & our characters generates headlines & drives footfall Opportunity to communicate to a motivated & engaged audience of Beano readers they seek things out Promoted through various media channels comic, online & through our licensed partner on radio, FunKids Halo effect of association with one of the most famous childrens publishing brands Working with The Beano generates results!