National Trust in the Midlands Turns Over a New Leaf With Appointment of WPR

Following a competitive pitch, Birmingham-based WPR has been appointed by the National Trust in the Midlands to deliver a series of PR campaigns that bring to life the work of the conservation charity.

With a membership of over one million and responsibility for over 40 places in 11 counties, the National Trust in the Midlands is responsible for the care and conservation of some of the region’s most instantly recognisable landmarks, including the Birmingham Back to Backs, the neoclassical Kedleston Hall and nearly 30,000 hectares of land.

WPR will play a pivotal role in bringing the stories of the National Trust in the Midlands to life, through a series of campaigns that build understanding for the breadth of places and work that the charity is involved in, among their Midlands supporters.

With a focus on region-wide media coverage, WPR will be tasked with working with the charity to identify and promote stories which will generate the biggest external impact throughout the year. This will provide the organisation with the help it needs to grow support for its cause and create an emotional connection between the National Trust in the Midlands and the public.

Jane Ainsworth, managing director at WPR, commented: “The National Trust in the Midlands carries out vital work, from protecting the heritage at National Trust buildings and places, to restoring the environment. We are excited to be working with the team to promote support for its worthy cause.

“Having worked on award-winning media-campaigns such as ’Glitter Gravy’ for pub brand Hungry Horse, we are well placed to deploy our experience to create campaigns that drive awareness of the work that the National Trust in the Midlands carries out”.

Commenting on the appointment, Samantha Humphreys, lead marketing and communications consultant (Midlands) at the National Trust in the Midlands, said: “We sought an agency that could deliver unique campaigns to help us achieve our strategic objectives in the Midlands. WPR’s extensive experience in delivering eye-catching campaigns that get people talking made it the perfect choice for what we wanted to achieve.

“With its help, we aim to raise the profile of the National Trust in the Midlands and connect with our members and the wider public.”