In October 2011, National Trust held a walking festival to encourage visitors to explore their outdoor sites, and see the Trust as custodians of outdoor as well as indoor spaces. NT East of England wanted innovative ideas to promote the festival.
We won a competitive pitch with our 'festival pass' concept. Our idea was to visually present the event as a contemporary music festival - with all the trappings of such an event. We designed a festival pass on a lanyard for collecting one or all of a set of 'top 10' walks. Different maps were available from different sites.
The eastern regional won praise from the national organisation for their delivery of the walking festival. We were asked to use the design style that evolved in a Christmas leaflet and two issues of the regional newsletter.
What we did
We’ve loved working with the team at Ugly Studios on our first ever walking festival, their concepts were fresh and designs playful. They’ve really grasped an understanding of our audience.
Jemma Finch, Marketing Officer, National Trust East of England Regional Office