English Heritage (EH) has created a direct marketing roster of five agencies ahead of a multi-million pound increase in its direct marketing spend to &£5m over the next five years.
EH has appointed Archibald Ingall Stretton, Leonardo, The Walledge Agency, Positive Thinking and White Water. The Walledge Agency will take on the first project. The account was previously held by Mosaic Marketing Solution (formerly Mustard).
EH marketing director Russell Hopson says that the direct marketing budget had been increased from its usual six-figure sum to boost the organisation’s efforts to increase visitor numbers in the wake of foot and mouth and September 11.
EH will focus on the Queen’s Golden Jubilee and Royal Heritage in its marketing.
The organisation is a non-departmental public body and part-funded by a &£115m Government grant, with an additional income of &£30.5m from other sources, such as admission charges, catering and retail operations.
The organisation has a remit to preserve ancient monuments and historic buildings. Clemmow Hornby Inge was appointed to the advertising account last August. MediaVest holds the media business.
EH spent &£278,000 on advertising for the year to December 2001 (AC Nielsen/MEAL).
EH’s plans face disruption from potential strike action as employees in the Prospect union are disputing a 3.5 per cent pay offer. Talks continue.