In its latest edition New Media Age reports that VYRE client The National Trust launches a major upgrade to its online activity...

By Suzanne Bearne

The National Trust is embarking on a multi-million-pound digital strategy, which includes more than 300 new websites, as part of a significant increase in online activity.

The heritage charity is also seeking to fill a newly created role, head of digital media, who will manage a £2m annual budget.

The National Trust intends to overhaul its website by the end of the year, as well as create sites for each of its 300-plus properties.

The sites will focus on user-generated content, allowing visitors to leave comments, upload pcitures and rate properties. Six sites will be rolled out by the end of September, with the others to follow.

The head of digital media role is the last appointment  in the Trust's creation of its now 20-strong digital team, consisting of developers, content producers and designers.

Nick Burne, senior consultant at Think Consulting Solutions, which was brought in two years ago to work on the Trust's online strategy, said, "This is a different approach. I don't see the site just revamping and stopping; it's going to be constantly evolving and changing."

He also said the National Trust plans to develop a mobile phone application by next year.

The National Trust attracted 771,000 unique users during August 2009, according to Nielses.

Back in March this year we reported how the Trust chose VYRE to supply content management software and services to its e-Engagement programme.  You can read the full press release here.