national trust
“The guys behind Wildline know exactly how to identify and communicate with target audiences, and come up with creative concepts to engage with them. I’ve work very closely with Pat Kinsella in particular the last 5 years with regards the South West Outdoor Festival and other ventures and I’ve been impressed with his grasp of various audiences and ability to get great PR as a result." - Rob Joules, General Manager, National Trust North Devon
Brief
To plan, organise and deliver a major event – an outdoor adventure festival – to achieve the following outcomes:
Outcome
The South West Outdoor Festival was launched in Heddon Valley in September 2016 and has been held annually ever since, travelling to a new National Trust location within the South West each year. Numbers have grown significantly every year, and the event has garnered significant positive media coverage for the National Trust, featuring in regional and national publications, radio and television. After the festival was held in Cheddar, Somerset in 2017, The South West Outdoor Festival pollinated a second festival - the Top of the Gorge - which has run in June for the last two years.
To plan, organise and deliver a major event – an outdoor adventure festival – to achieve the following outcomes:
- Positively challenge people’s perceptions of the National Trust
- Engage an audience and open communications with communities that the National Trust traditionally struggles to reach – i.e. independent adventurers and young people actively engaged with outdoor pursuits.
- Increase awareness of how much the National Trust does to facilitate adventure activities on its land – from trail running and mountain biking to rock climbing, stand-up paddleboarding, canoeing and kayaking.
- Increase visitation to National Trust-owned areas outside of their large properties and encourage new memberships
- Use the event as a messaging tool, to encourage responsible and respectful use of outdoor spaces.
- Enhance the National Trust’s working relationship with other organisations such as AONBs, Wildlife Trusts, National Parks and local outdoor providers.
- Get more people outside more often.
Outcome
The South West Outdoor Festival was launched in Heddon Valley in September 2016 and has been held annually ever since, travelling to a new National Trust location within the South West each year. Numbers have grown significantly every year, and the event has garnered significant positive media coverage for the National Trust, featuring in regional and national publications, radio and television. After the festival was held in Cheddar, Somerset in 2017, The South West Outdoor Festival pollinated a second festival - the Top of the Gorge - which has run in June for the last two years.
