The Churchill Memorial Trust hires Tri-Direct for BTL drive

by Ben Bold, Brand Republic 04-Jun-08, 10:25

LONDON - Tri-Direct has won a brief to produce a multimedia campaign for The Winston Churchill Memorial Trust, which will include the body's first digital activity and supporting direct mail and press advertising.

Tri-Direct has been tasked with producing a campaign to inform people of the trust's work, recruit fellows and encourage applications for travel scholarships.

The agency said it was appointed following a recommendation by marketing services intermediary the AAR.

Activity will commence in the middle of this month and will use a combination of pay-per-click, digital display, direct mail and press advertising.

Target media will include the trust's alumni publication, New Scientist, Community Care and The Journalist.

The DM work will be mailed to recipients including MPs, libraries, and chambers of commerce.

Robin Trust, associate director at Tri-Direct, said: "It's great to work with the Churchill Trust and introduce them to the use and benefit of digital channels.

"We believe we can help them to achieve a greater engagement with their target audience -- focused professional people with a desire to extend their skills and their knowledge of the world."

Jamie Balfour, the trust's director, said: "We needed an agency that had both the flexibility and expertise to plan a campaign across all channels and that would confidently explore the opportunities presented by digital advertising.

"Tri-Direct can also extract and analyse the data from the activity and refine the strategy throughout its lifespan, allowing us to maximise our marketing investment."