Building a brand fit for the biggest decision of your life: Made in the Royal Navy

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

Campaign details

Brand: Royal NavyAdvertiser: Royal NavyEntrant: Engine and Wavemaker LondonPrincipal authors: Elizabeth Baines, Engine; Ruth House, WavemakerContributing authors: Zoe Whelehan and Susanna Cousins, Wavemaker

Introduction

Back in 2014, faced with an incredibly tough five-year goal to increase its manpower the Royal Navy decided to adopt a long-term brand led approach to their recruitment communications.

In fact, as this paper shows, recruitment is the acid test for long term brand building because the purchase decision can be influenced by exposure over not just months but years. And the level of involvement...

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