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

"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.'"

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