With the appointment of a new CEO after 35 years, the Trust recognised the need to reinvigorate its image in order to inspire new audiences and remind the local community of the integral role PNBPT plays in maintaining and restoring the estate, educating visitors and sustainably managing the buildings within the historic site.

Following an immersion session with the entire board, Rooster worked with the Trust to develop and mold the brand image, personality, language and key messages to reflect its vision and long-term, strategic direction.

Through our key messages, we were able to highlight the immediate challenges the Trust had over come during the pandemic, and the challenges it was yet to face. We were also able to remind people of what the destination has to offer, and the steps they were taking to boost and welcome back tourism in a post-Covid-19 landscape.

These key messages featured throughout the coverage secured as a result of the CEO appointment announcement, which landed 23 pieces of hero media coverage across BBC One morning, lunchtime, 6pm and 10pm news, regional radio stations and online news platforms.