I am a keen walker and love a good hike around the Peak District. My son, now six and three quarters, needs a bit more motivation and encouragement. How come he can run around after a ball for hours on end but ask him to ascend a small hill and he comes over too tired? The pleasure of a walk and fine scenery is not a reward enough in itself. That's children for you! So bring on the promise of some chocolate, a hunt, some clues, a race against another family . . . now that is more like it for my son, and lots of others like him.
This is where the National Trust and the Easter deal they had with Cadbury's was so perfect for us. We took our dogs and burst out of the car at Ilam Hall near Ashbourne full of enthusiasm for what, in reality, amounted to A Walk!
The dogs and I managed a decent walk. My son solved complex clues and earned a chocolate egg, while learning a bit about birds. Ilam Hall and the National Trust earned a fewof quid and pleased its membership. Cadbury's earned my goodwill and a lasting brand impression with its target market. Everyone happy!
I'd like to go back to Ilam Hall for another afternoon's walk with my son and our dogs so could I ask the National Trust to maybe hook up with an ice-cream sponsor sometime soon?