National Trust reviews advertising agency arrangements as part of strategic refocus

The National Trust (NT) is reviewing its advertising business as part of a wider push to become more customer-focused and to compete with other leisure providers.

For the past three years, the NT’s advertising has been handled by creative agency Ideas Unlimited. The trust is looking to shortlist three agencies along with the incumbent, in a review handled by the AAR. According to AC Nielsen, the charity spends slightly less than &£1m a year on advertising.

NT member and visitor marketing director Sue Wilkinson, who is overseeing the pitch, says: “NT has just undertaken a major organisational review, so this is a good time to review our advertising strategy as we strive to become more customer-focused and the competition for people’s leisure time continues to increase.”

Earlier this year, NT appointed Target Direct to handle its direct marketing (MW April 25). It also launched a NT-branded restaurant in Northern Ireland, a concept which it plans to roll out across the rest of the UK if successful.

Founded in 1895, NT owns more than 300 houses and gardens and attracts about 10 million visitors a year. A further 50 million visits a year are made to its coastal sites and other properties.

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