The free-to-enter National Memorial Arboretum in Staffordshire is a 150-acre garden and woodland site, and the Nation’s year-round place to remember. Part of the Royal British Legion, the Arboretum is home to over 400 memorials commemorating the service and sacrifice of the Armed Forces, Emergency Services and civilian organisations.
Since 2007, TALA has continuously delivered a comprehensive communications programme for the Arboretum, helping the site establish its national profile and assisting the marketing team with driving footfall.
Through integrated storytelling campaigns, managing media at national Remembrance events attended by royalty and prime ministers, and securing profile-raising activities on everything from Countryfile, to Antiques Roadshow and CBeebies, TALA’s efforts have contributed to a 405% increase in visitor numbers. The Arboretum’s profile is now established: the site’s latest YouGov polling (2021) revealed 48% of the public regards the Arboretum as a significant place for Remembrance.
The Arboretum was TALA’s first client and the relationship, built on shared values and earned trust, remains strong. TALA is an integral and close-knit part of the site team and helped provide continuity between successive leaders. This long-standing partnership inspired TALA to launch ON THE RECORD, the UK’s first national memorial to honour the sacrifice made by UK reporting teams in conflict zones.
This is not your typical agency-client relationship. TALA is an extension of my team, supporting our work by collaborating with other functions, and proving a source of valued strategic counsel to the Arboretum’s senior leadership. Together we have helped broaden the Arboretum’s audience, attracting visitors from across the UK, and solidifying our reputation as a place where people can gather to remember and forge new memories together. Head of Marketing & Business Development, National Memorial Arboretum