National Trust aims to reconnect with urban youth

Clare Mullin: marketing director at the National Trust
Clare Mullin: marketing director at the National Trust

The National Trust is planning a new campaign to engage consumers with the outdoors, as it looks to overhaul its retail proposition and up its digital credentials.

The campaign will have a focus on "reconnecting children with nature", while driving more engagement with consumers through local National Trust properties.

Plans for the Trust’s retail offering will see the development of products more aligned to specific properties, such as posters of artwork, and souvenir reproductions of objects seen in the properties. An e-commerce site is also mooted for development.

Clare Mullin, marketing director at the Trust, intends to extend the charity’s digital and social media offering, to reconnect the brand with a "younger, more urban audience."

She said: "The National Trust needs to take a role in re-engaging children with nature. You’ll hear us talking a lot more, not just about our outdoor places, but about the importance of outdoor places."

Read the full profile with Clare Mullin, marketing director of the National Trust, here.

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