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.