From relics to relevance for the Trust (marketing strategy at the UK’s National Trust)

Citation

(2010), "From relics to relevance for the Trust (marketing strategy at the UK’s National Trust)", Strategic Direction, Vol. 26 No. 7. https://doi.org/10.1108/sd.2010.05626gad.006

From relics to relevance for the Trust (marketing strategy at the UK’s National Trust)

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 7

Mortimer R. Marketing Week (UK), 7 January 2010, Vol. 33 No. 2, Start page: 22, No. of pages: 2

Describes the new marketing strategy developed by the UK’s National Trust, an organization which manages historic properties and stately homes, coastlines and land of value to the British public, designed to attract more visitors by challenging its formal image and changing people’s perceptions of it as being solely the keeper and preserver of historic homes. Describes how the new strategy focuses heavily on food, with the launch of a range of National Trust “British” branded food and drinks in October 2009, and where the products draw on the organization’s associations with heritage and are inspired by traditional recipes the Trust holds in its archives. Notes that the new range is distributed through the Waitrose and Asda supermarkets in England and the Co-op in Wales, where it is set to compete with brands such as Duchy Originals. Argues that appearing on supermarket shelves is a good step for National Trust and should help it to build awareness among people who buy this kind of food, who are also the people that might be interested in visiting the properties. Draws attention to the efforts made by National Trust to manage 150 of its site restaurants, many of which are provisioned with vegetables from the kitchen gardens of National Trust properties. Article type: Viewpoint ISSN: 0141-9285 Reference: 39AE832

Keywords: Brand management, Food products, Marketing strategy, Non-profit organizations, Strategic marketing, United Kingdom