Flop of the month: National Trust's two-day takeover of the Big Brother House

PRWeek sub-editor Kevin Impey is dumbfounded by the National Trust's takeover of the Big Brother House for two days to try to communicate with younger people.

National Trust: Big Brother takeover (Picture credit: Ian West/PA/Press Association Images
National Trust: Big Brother takeover (Picture credit: Ian West/PA/Press Association Images

"Ivo Dawnay, director of the trust's London operations, claimed: 'Big Brother is really a part of British heritage now, so the house is an ideal showcase. It's fascinating.'

It will never be part of British heritage. The National Trust is about history and conservation. The Big Brother House is all about histrionics and bitchy conversation. In years to come, the National Trust will still be managing heritage and hydrangeas. The Big Brother House will have been pulled down.

The trust has to be innovative and try to attract a younger audience to visit its magnificent portfolio. But reputation and the public's perception of an organisation are crucial for its wellbeing and future prosperity. Cheap PR stunts such as this will only alienate existing trust supporters.

Former reality TV star Ann Widdecombe had some words of warning for the trust: 'Prime ministers have discovered that trying to make things look more trendy can upset people who are pretty loyal.'"

Read Top of the month

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.