The use of social media in promotion A National Trust case study
Page 4: Above-the-line promotion
Above-the-line promotion is typically associated with traditional forms of advertising media. These might be through newspapers, magazines, TV, cinema, radio, billboards or internet poster ads.
This type of advertising is useful for promoting a product or service to large audiences, but will reach interested and noninterested consumers alike. In addition, these forms of advertising are generally very expensive. It is also more difficult to measure the level of effectiveness of the message. To assess if the advertising has achieved value for money needs careful targeting and extensive follow-up (such as through consumer surveys).
The National Trust uses radio and places advertisements in magazines and press which are relevant to its different audiences. For example, an advert in Country Life magazine would appeal to its traditional members or the Trust might use national newspapers to promote a specific job. However, less than 36% of Trust recruitment advertising is now done in this way.
The National Trust’s advertising is turning to new technology in order to reach younger potential members. Its use of ‘augmented reality’ featuring the characters Wallace and Gromit is a groundbreaking example of how the National Trust is reaching new audiences in surprising ways. Augmented reality allows mini animations of the characters to ‘hide’ in the Trust’s newspaper adverts, which readers unlock with their Smartphones and tablets.