The review was overseen by the AAR. MBA will develop above-the-line work, which will cover visitor marketing and a direct campaign aimed at recruiting new members. Until now, the visitor marketing has been handled by small agencies on a project basis.
Craik Jones Watson Mitchell Voelkel, the incumbent on the membership account, chose not to repitch. It is understood that the agency will be retained by the Trust for strategic projects.
Charlotte Tams, the direct marketing manager at the National Trust, said: "We went through a long process to find the right agency."
The National Trust embarked on its first foray into DRTV last year, with a 60-second spot by Craik Jones, which was aimed at encouraging people to visit its sites all year round. The ad was themed around a year in the life of the National Trust.
The charity is also backing a mass blogging day, which will take place on 17 October, in support of History Matters, a campaign which promotes the UK's history and heritage.
Stephen Fry and Gryff Rhys Jones are among other celebrities to record their day in online diaries.
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