Our work: National Trust Holiday Cottages

Improving experiences and enabling innovation

Strategy: Transformation partnerships

The National Trust is a UK conservation charity which protects historic places and green spaces in England, Wales and Northern Ireland. Acting as a digital partner, Manifesto has helped the organisation improve digital experiences for their existing supporters, engage new supporters with the cause, and showcase their amazing conservation work, by collaborating on innovative new products and services.


“The National Trust’s previous digital journeys often left our audiences confused and frustrated. As a charity, we can’t sit back and neglect this vital part of the business. We have worked closely with Manifesto to rebuild our digital offering to future-proof its functionality and make it a positive experience for all users. The Holidays website is the final jewel in the crown. We have finally brought all our web property onto one responsive platform, which is allowing us to focus on innovating and growing the charity.” – Tom Barker, Head of Digital at National Trust


Boosting Holidays bookings with redesigned customer journeys

The Trust’s Holidays business generates a significant portion of their revenue. Manifesto worked closely with the internal team to redesign the website, improving customer journeys, making the site more discoverable and competitive in search results, and bringing it onto the same platform as the main National Trust website to make life easier for editors.

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Optimising personalisation with Adobe Campaign

The Adobe Campaign team at the Trust support the entire business including Membership, Fundraising, Retail, Holidays and Volunteering and make it possible for regional marketing teams to send highly personalised email campaigns to their local audiences. Manifesto helped the team simplify and automate campaign personalisation to improve the efficiency of their workflows and make it easier to maintain their databases and data services.

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Charting a digital roadmap through design sprints

Manifesto’s innovation hub, Future Foundry, brought together a number of key stakeholders from the National Trust in a Design Sprint process to build a high-level digital road map for 2020–2025. Facilitating the team’s collaboration over an intense three-day period which took in organisational context, known initiatives, and trends in the digital world, we helped produce a new vision for digital, mapping out key projects and recommending enabling activities.

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