Agency: A V Browne Advertising | Authors: Sam McIlveen, Mike Fleming and Maurica Lavery |
National Trust – Go Enjoy! How the National Trust went head-to-head with shopping centres, leisure centres and theme parks in Northern Ireland
INTRODUCTION
In this paper, we set out how marketing communications helped an organisation operating in a highly competitive market increase paying visitors to its properties in Northern Ireland. This increase was achieved against the UK trend.
We will demonstrate how the National Trust's approach in Northern Ireland has enabled it to deliver return on advertising investment which will help secure the Trust's...