SWINDON, England, March 23, 2012 /PRNewswire/ --
The National Trust is to work with agency 18 Feet & Rising as its lead creative partner, following a competitive pitch process.
The brief is to develop an overarching brand strategy that helps deliver the Trust's core charitable purpose - looking after special places for ever, for everyone - whilst broadening the charity's appeal.
The Trust has performed well through the economic downturn, seeing record visitor numbers of 19 million in 2011 and reaching four million members last autumn, but the charity knows the brand can extend its relevance and appeal to more people.
18 Feet & Rising will be at the forefront of evolving perceptions of the Trust, opening up conversations with new and existing audiences and facilitating experiences between people and the places that are special to them.
Clare Mullin, Director of Brand & Marketing at National Trust, said: "We are delighted to be working with 18 Feet & Rising as our lead creative agency.
"They clearly understand our strategic priorities and have shown that they can help make the Trust relevant today through their strategy and creative.
"They've really challenged us and we're excited by the work we can do with them going forwards."
Jonathan Trimble, Managing Partner at 18 Feet & Rising, said: "It's fantastic to be working with such a special organisation. The Trust has a unique role in terms of the country's relationships with special places.
"It gives us the chance to bring our creativity to bear in unique ways with unique people."
First steps for 18 Feet & Rising will be to develop the brand strategy, working across the Trust's 5,000 staff and the 62,000 people who assist with the Trust's volunteer projects to express the brand in an authentic and joined-up way. They'll also take on the challenge of developing the Trust's 2013 national campaign.
Throughout the pitch, the National Trust has been supported by pitch consultancy Agency Insight.
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About The National Trust:
The National Trust looks after more than 250,000 hectares of countryside, 710 miles of coastline and hundreds of historic places across England, Wales and Northern Ireland. For more information and ideas for great value family days out interested parties can visit http://www.nationaltrust.org.uk.
Senior PR Officer
The National Trust
SOURCE The National Trust