The drive, which will evolve over six months, is intended to attract first-time visitors to the Trust's properties, as well as boost repeat visits among non-members. Ads will target a range of groups, such as active families in the run-up to the summer holidays and older people at less busy times.
The campaign, which was created by MBA, breaks later this month and will run until October. It will promote National Trust properties and run across the national press, outdoor and online. It will also include promotional activity.
The National Trust has tie-ups with several consumer brands. It will continue to run its Easter Egg Trails events this year, which are supported by Cadbury as part of its 'Purple goes Green' initiative, intended to reduce its impact on the environment.
A series of outdoor theatre productions at National Trust properties, meanwhile, will be sponsored by Sky for the fourth year running.
The Trust protects and opens to the public more than 300 historic houses and gardens, as well as 49 industrial monuments and mills.
It has 3.5m members and 52,000 volunteers. More than 12m people visit the Trust's pay-for-entry properties each year, while an estimated 50m visit its open-air properties.
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