The National Trust has worked with Cheltenham agency TDA on a direct marketing appeal to raise awareness of its Neptune Coastline Campaign.

The Trust is searching for funding so it can acquire, and then protect, a stretch of coastline on the Llyn Peninsula in North Wales.

TDA's campaign is targeted at National Trust supporters who want to protect the precious ecology of the area, those who want to conserve the character of the coast, and people who might consider visiting in the future.

Direct mail will point readers to a bespoke website where they can learn more about the campaign, the peninsula and the threats it faces.

Visit Wales has agreed to cover half of the acquisition cost of the coastline if the other half can be raised by supporters.

Catherine Weaver, special appeals manager at National Trust, said: "The Neptune Coastline Campaign has been running for 45 years and cares for over 700 miles of the coastline in England, Wales and Northern Ireland.

"With its diversity of wildlife, sheer beauty and links to other key coastal sites managed by National Trust, the land at Henfaes and Porth Simdde on the Llyn Peninsula will be an important addition to the initiative. The threat of over-development is very real, but we can help safeguard its future."

David Burrows, head of fundraising at TDA, added: "We have developed a multi-layered campaign that strikes an emotional chord whilst conveying the bigger issues facing this coastline."