CANAL & RIVER TRUST TO REACH NEW AUDIENCES WITH SUMMER CAMPAIGN
This summer the Canal & River Trust is launching a campaign to reach new audiences. It will be encouraging parents and grandparents to help children enjoy ‘real time’ exploring the nation’s waterways.
The charity has produced an activity guide full of fun and affordable things to do over the summer holidays, many of which are by the water. As well as creating interest and excitement about the canals and rivers, when people are offered a copy of the guide they also be told about the Trust, the good work it does, and how they can get involved.
For the first time, the Trust is using a TV campaign to promote the waterways to a wider audience. The TV adverts will be running on various digital channels during the daytime. Boaters may see the Trust appearing on channels such as ITV3, ITV4, CITV, Good Food, Sky1, Sky Living, NickToon, More4 and Five Digital, amongst others. This brings the campaign to the attention of retirees, parents and children at home for the holidays who may be looking for alternative activities to do with their friends and families.
People will also find out about the packs through posters in washrooms and on trains, promotion on Facebook and via email, postcards on the towpath and adverts in national and boating press. The campaign will be supported by PR and social media.
The summer marketing campaign follows the success of spring’s call to keep ducks healthy by avoiding bread, which saw 23,000 people request a ‘quack pack’ and resulted in 1,400 new people signing up to become regular givers.
Ed Fox, head of communications at the Trust, said: “Half the population of the country lives within five miles of one of our canals or rivers, and they’re the perfect place to escape to with the family. Our summer campaign aims to bring the canals and rivers to a whole new audience, using TV, posters and social media as a way of getting their attention. We hope that people will value their experiences so much that they will decide to support our precious waterways by becoming Friends of the Trust.”