‘NTS wanted move from a transactional, price-led campaign to a brand platform that connected with audiences by celebrating what Scots love about their country. It aimed to grow its members by 3%, retain more members, and make inroads into a £4m operational shortfall. The campaign featured a mix of Scots celebrities and ordinary people and showed how NTS helped the country. Between 2017 and 2019, members increased by 10.1%, members were predicted to stay with the organisation longer, and an extra £3.6m of revenue was generated.