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National Trust Positions Itself As A Cause, Not Just A Season Ticket

The National Trust is shifting its digital strategy to encourage people to see their membership as a contribution to the charity’s cause of preserving historic buildings and landscapes rather than as a season ticket to a number of attractions as it looks to boost engagement. The National Trust said last year it would invest GBP30m in this digital transformation, which includes an overhaul of its mobile apps, website and digital infrastructure. It hired Tom Barker, previously at the BBC’s digital lab project, to oversee the project.

Read the whole story at Marketing Week »

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