The National Trust exists with a clear brand promise: to look after special places forever, for everyone. It has launched an ambitious plan to nurse the natural environment back to health as well as invest in looking after the nation’s heritage.
To help do this, the National Trust is reinventing its relationship with its audiences, aligning its systems and databases to help communicate in the right place, at the right time.
They completely redesigned their app, with in-visit and online modes, and geofencing for each venue. In the first month alone, they had 351,459 users spending an average of 12.7 minutes on the app, clocking up 12,816,405 location views – all meaning more visits being planned.
They launched a new, fully responsive website, where the places themselves are the stars of the show – using large, breath-taking images and incredible stories from across the charity, to inspire their audience to get out and explore. Bounce rate is down by 17% year on year, thoroughly beating the target of a 10% reduction.
And there’s much more to come. It all adds up to a superb brand reinvention in digital, making the National Trust a worthy choice for BIMA Brand of the Year.