National Trust in member activity

The National Trust has hired branding agency Dragon to develop its brand to attract new members.

The appointment is also part of the Trust's plan to deepen its relationship with its 3.4m members. Dragon will create a customer segmentation strategy to decide how the brand will develop in the future. The pitch was overseen by Sue Wilkinson, marketing director at the National Trust.

Earlier this month the charity began a review of its direct marketing business. The review is being handled by the AAR; Craik Jones Watson Mitchell Voelkel, the incumbent on its membership account, will not repitch for the work.