Insurer agrees one-year partnership to back walking campaign

RIAS, the over 50s insurer, has announced a one-year partnership with the National Trust.

The partnership will see the creation of a RIAS/National Trust walking campaign which encourages the over 50s to explore the hundreds of walks and attractions which the trust has to offer throughout England, Wales and Northern Ireland.

RIAS will be the sole partner of the campaign which will feature an online searchable database and a special range of walking guides available from the National Trust website.

The guides will provide information, maps and directions for those wanting to make the most of the countryside.

Janet Connor, managing director of RIAS, said: “Our research showed that walking is the main leisure pursuit for over 50s and so this new initiative is a great fit for RIAS.

Over 80% of the population live within 20 miles of a property managed by the National Trust so this really is something that is accessible to all.

“The walks planned by the National Trust combine beautiful scenery with the benefits of getting out and about in the great outdoors, perfect for our customers who I know will relish such an opportunity.”

RIAS selected the National Trust, which has 3.5 million members and 49,000 volunteers, due to their relevance to the interests of the over 50s market.

RIAS’ support of the walking campaign will feature in the National Trust magazine and member publications with branding across all marketing materials throughout the campaign.

Jo Burgon, head of access and recreation at the National Trust, said: “ We have a vast range of spectacular walking opportunities and the sponsorship from RIAS will enable us to promote these to a wide audience.”