National Trust picks Banks for £1.3m advertising task

Banks Hoggins O’Shea/FCB (BHO) has been appointed to handle the National Trust’s (NT) &£1.3m visitor attraction advertising business.

BHO pitched against Delaney Lund Knox Warren and Partners BDDH. The AAR handled the review.

Previously, NT’s advertising was handled by creative agency Ideas Unlimited. According to AC Nielsen, it spent less than &£1m a year on advertising. The appointment comes during an organisational review by the charity, which aims to make it more competitive with other leisure activities (MW August 22).

Earlier this year, the charity appointed Target Direct to handle its direct marketing (MW April 25). Since then, the agency has also launched a microsite to encourage more people to take up legacies, which account for 20 per cent of the NT’s revenue. It has also opened a branded restaurant in Northern Ireland and plans to launch the concept elsewhere if it proves successful.

The charity was founded in 1895 and owns more than 300 houses and gardens in the UK, attracting 10 million visitors a year. This month, the NT’s membership reached 3 million, following the recent enrolment of a family from Derby. The trust claims this is the biggest membership achieved by any European conservation organisation.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here