The Red Wing of Croome Court
National Trust
Issue 26 | March 2013
Agency
LIDA
Creative Team
Andy O’Carroll, Spencer White
Production Team
Production company: Media Junction Director: Archie Brooksbank Editor: Jamie Gazard, Alex Hobbs Post production: Media Junction
Other Credits
Planner: Emma Hargreaves Group Account Director: Jonathan Goodman Account Director: Sarah Tobin Account Manager: Georgia Thurlwell Account Executive: Kate Addis
Date
6th September 2012
Background
After decades of neglect at the hands of a private owner, the National Trust needed to raise £350,000 to begin to save a historically and architecturally significant Grade I listed building from the brink of collapse. But how do you get members to see the Red Wing of Croome Court in Worcestershire isn’t just another crumbling and derelict building – and feel the need to donate?
Idea
Originally used as servants’ quarters, the Red Wing is attached to the Georgian mansion, Croome Court. So it’s rich in stories of a life below stairs. Thanks to the TV show “Downton Abbey”, stories of how the servants lived are hugely popular.
The mailing looked as if it was a DVD of a period drama called “The Red Wing” and, when popped into the DVD player, the opening credits supported such an impression.
However, the camera moves across to a shot of the building – in a state of ruin. Michael Smith, the National Trust property manager, then entered frame to talk about the building and to appeal to viewers for their help in saving it from ruin.
An A4 letter/donation form and a leaflet were included in the pack to provide background information and encourage response.
Results
Not available yet
Our Thoughts
1,200 country houses of significant architectural interest in England have been demolished in the last century. Social, political and, of course, financial reasons were behind this wholesale destruction. After the Second World War, higher taxes and a shortage of staff saw stately piles being knocked down at the rate of one every five days.
This idea feeds off more than “Downton Abbey” but off the recent series of programmes entitled “Restoration”, in which the public have voted to save various tottering piles. So, even though this is an appeal to rebuild a place several centuries old, the mailing has a certain topicality about it.
Of course, the key to its success will be the nature of the list to which it’s mailed. But since it will mostly comprise members of the National Trust, one hopes that the campaign will be pushing through an open door.