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National Trust Step into the Magical World of National Trust

Encouraging National Trust Membership Sign Ups at Culture Night

The Challenge

As summer draws to a close and the days grow cooler and shorter, cosy evenings inside become ever more appealing. But autumn is packed with colour, outdoor adventure and magical moments. There’s still plenty of outdoor exploring to do – crunchy leaf walks, blueberry picking and epic conker battles. National Trust engaged AV Browne to inspire visitation to their places and spaces in the lead-up to the half term holidays and drive membership sign-ups.

The Approach

National Trust wanted to help people make the most of this special time of year, to get outdoors and enjoy the places and spaces they care for. But how do you convey the variety of experiences you can have at National Trust properties? Simple. Bring your world directly to the people to experience it for themselves.

The Execution

We used experiential marketing to invite the public to “Step into a Magical World” as part of Belfast’s Culture Night celebrations. We built a miniature National Trust property right on the lawn outside Belfast City Hall.


As a marketing agency, we pride ourselves on creating rich content that people love to share. We had to go all out and craft something that would not only capture the imagination but be highly ‘grammable. We wanted visitors to share our “Autumnal Pod” far and wide, raising awareness of National Trust. It was bursting with the berries and blooms you’d find in an autumnal hedgerow and filled with the books, art, suitcases, easels, lanterns and baskets more at home in the Big House.

The Results

The Autumnal Pod drew hundreds of visitors and garnered a host of new members. This cabinet of curiosities helped National Trust make their mark on Culture Night. It was shared across the web and inspired a new wave of visitors throughout autumn.