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Principles wins regional National Trust ad account

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By The Drum Team, Editorial

February 16, 2012 | 2 min read

National Trust Yorkshire and the North East has appointed Principles Agency to handle its ad account following an eight-way competitive pitch.

The contract covers creative, advertising, media, digital and social media activity. The aim will be to drive visitors to the Trust's regional properties which currently attract around 1.5 million visitors each year.

National Trust marketing consultant Eve Crook 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.

"The agency presented a range of cost-effective media options within its proposition, considering all potential visitor touch points."

The marketing activity is due to begin in March and will aim to attract families and adult visitors to properties including Fountains Abbey & Studley Royal, Nostell Priory, Cragside and Wallington.

Chris Goodwin, managing director at Principles, said: "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."

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