English Heritage Appoints Media Planning and Buying Agency

English Heritage has appointed UM Birmingham as media planning and buying agency for visitor marketing. The win follows a competitive tender process.

With tourism firmly back on the map, UM Birmingham will support English Heritage in its continued growth as a thriving independent charity, as well as helping to maintain its strong post-pandemic recovery. As part of a three-year contract, the media agency, which is part of McCann Central, will be responsible for engaging new visitors through media planning and buying. 

Kate McMullen, head of visitor marketing at English Heritage, said, “This is a very exciting time for English Heritage as we look forward to welcoming and inspiring new visitors. UM Birmingham impressed us with a deep understanding of our ambitions and shared plenty of fresh thinking on reaching new audiences. We look forward to working with them.”

Lisa Barrett, joint head of media at UM Birmingham, said, “English Heritage does an incredible job in caring for many historical sites across the country. To continue doing this important work, reaching even more visitors is crucial. We’re thrilled to be partnering with the team to help connect with tourists in new and innovative ways.”

English Heritage is responsible for over 400 historic buildings, monuments, and sites, including Stonehenge, Hadrian’s Wall, and Tintagel Castle.