FUNDRAISING NEWS: Campaign Watch

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The National Trust's new campaign through Ideas Unlimited is based around the seasons. "This is the third burst of our campaign to encourage more people to visit National Trust properties,

said Lisa Bragger, visitor marketing manager at the National Trust. "The images capture the essence of the enjoyment of a visit to a trust property.

The ads give reasons to visit a National Trust property this autumn.

The campaign covers more than 80 properties, and has the strapline: 'Escape for a day'.

The properties are promoted as beautiful places where there is something interesting to do at a particular time of year. Ideas include wooded walks, picnics, garden guides, treasure trails and seasonal restaurant menus.

The creative targets a range of potential visitors from young families to older people. Each ad details four properties in the local area. They will appear in regional newspapers and magazines across the country.

"The ads have a contemporary feel to communicate that the National Trust is not only relevant to the consumer today, but fulfils an important role in offering a beautiful haven to escape the hectic pace of modern-day life,

said Chris Norman, account director at Ideas Unlimited.

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