Principles Agency wins regional National Trust account

National Trust

Following an eight-way competitive pitch, National Trust Yorkshire and the North East has awarded its 2012 advertising account to Principles Agency. The integrated account will incorporate creative, advertising, media, digital and social media activity that will generate and drive visitor traffic to its regional properties that attract around 1.5 million visitors each year.

Eve Crook, marketing consultant for National Trust, said: “With the UK continuing to follow the staycation trend, at the Trust, we need to achieve even greater standout in such a competitive domestic tourism market. In fact, in the current climate people are increasingly taking more day trips than as many overnight stays, making our places even more attractive. Yorkshire and the North East offer areas of outstanding beauty and fabulous family days out. 2012 will be a particularly momentous year with the forthcoming Queen’s Jubilee and the Olympics, so we look forward to celebrating with our new visitors and valued members.

“Principles Agency offers a fully integrated capability under one roof, coupled with a creative, results-driven approach, which is particularly appealing. The agency presented a range of cost-effective media options within its proposition, considering all potential visitor touch points. The team has a real grasp of our objectives and understands the spirit and ethos of what the National Trust offers.”

The programme of marketing activity will kick in around March and will primarily target families and adult visitors to the many properties across Yorkshire and the North East, including Fountains Abbey & Studley Royal, Nostell Priory, Cragside and Wallington, amongst others.

Chris Goodwin, managing director for Principles Agency, said: “We are delighted to win the National Trust account and look forward to developing its customer engagement programme for Yorkshire and the North East. Our 2012 campaigns will aim to encourage online and face-to-face customer interaction with the National Trust, and showcase Yorkshire and the North East as a highly attractive destination. We will deliver results-focused campaigns that will demonstrate a real return on investment.”