Medialab Group for National Trust

Medialab Group developed proprietary technology to join up all datasets across the National Trust’s business units and activities to provide an integrated and single view marketing experience. By using real people’s stories of their favourite places around the world, Medialab built an emotional connection with the audience and brand, and direct recruitment elements at different times so performance could be measured. Attribution tools helped drive the direct membership recruitment elements, contributing to the overall membership target above 23% with 230,900 new National Trust memberships.