Lida unveils National Trust blitz

The National Trust is aiming to promote how far its membership goes with a marketing campaign targeting new members under the premise of “get to know 500 special places inside out”.
The push has been devised by Lida, whose CRM activity has already increased the Trust’s membership by 12%, and driven the member retention rate up to 86%.
The new creative comprises posters, leaflets and sales aids, and will be rolled out across all National Trust places in England, Wales and Northern Ireland.
It aims to promote the breadth of places and experiences that visitors can enjoy time and again thanks to membership.
The creative proposition demonstrates the value a person would get from Trust membership; both in terms of the sheer volume of access, through to special places it provides, as well as the genuine affinity members can build with such places.
Aiming to inspire and encourage people to become members of the Trust, the visual technique of splitting the image into halves – Inside and Out – is designed to create intrigue and engagement at point of sale.
National Trust head of acquisition Melanie Nursaw commented: “By encouraging people to visit the variety of National Trust places, the new campaign aims to engage and bring about closer connections between the National Trust and its members – from pay-to-enter sites such as historic houses and castles, to those with free access, such as beaches and countryside spaces.”
Lida executive creative director Nicky Bullard added: “This campaign neatly demonstrates how far your membership goes. The inspirational imagery brings to life the experiences membership opens up and the special places you can visit.”

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