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National Trust & DigitasLBi engage with UK history in new app

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In their first piece of creative activity since they were appointed as it's strategic agency last year (after a fiercely competitive pitch), DigitasLBi has launched a nifty new app for the National Trust, the independent charity which looks after places of historic interest or natural beauty for the benefit of the nation. The new mobile app is available on iOS, Windows and Android, and is designed for visitors to any of the hundreds of buildings, parks, sites and monuments protected by the National Trust.

The app helps visitors to plan their trips, with location and preference filtering as well as engaging content

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The blended team of creative, strategy, technology and user experience experts at DigitasLBi has collaborated with the National Trust to develop an app which allows visitors to search for places and properties protected by the National Trust, including events taking place by location and date. It also provides key visitor information (prices, directions, opening times, facilities and maps) and enables easy sharing on social media, as well as allowing users to save places to favourites lists. The app also uses geofencing to welcome users to National Trust locations as they arrive, prompting them to switch the app to a bespoke “Visit” mode that will help them to make the most of their day.

Geofencing allows the app to welcome users to National Trust locations as they arrive, prompting them to switch the app to a bespoke “Visit” mode

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As part of National Trust’s ongoing member retention strategy, the app aims to show members that there’s always so much left to discover with the National Trust. The app helps visitors to plan their trips, with location and preference filtering as well as engaging content, demonstrating the breadth of places to choose from. The app also hopes to bring in new members to the National Trust, by bringing an element of interactivity to an organisation that is still perceived (wrongly) by many as quite old fashioned. In fact, whilst the locations protected by the National Trust might very well be the very definition of old fashioned, the organisation itself is making a concerted effort to stay relevant in 2015 and beyond.

The app is the first piece of creative activity from DigitasLBi for the National Trust since they were appointed as it's strategic agency last year

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Tom Barker, head of digital at the National Trust, said: “National Trust places offer an incredibly diverse range of experiences. We’re delighted to be launching this new app, which helps our visitors make the most of their time with us whenever they visit, whether it’s for the first time or the fiftieth time.” Helen Fuchs, creative director at DigitasLBi, added: “National Trust exists to look after special places forever, for everyone. We have created an experience that connects visitors to these places wherever they are, and help them discover something new on every visit. By releasing the app across iOS, Android and Windows devices we really have made it an accessible experience for everyone.”

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