Royal Marines to test direct
27 August 2004
The Royal Marines is planning its first direct response recruitment campaign.
COI Communications has appointed Tri-Direct following a three-way pitch with Equi-Media and OMD Manning Gottlieb.
The campaign for the elite brand will encompass targeted direct mail, e-mail and inserts through appropriate specialist magazine titles and will be aimed at young men aged 16-31.
The activity will break in the autumn and will drive traffic to a Royal Marines recruitment line and micro-site with the aim of generating a higher quantity and quality of responses through direct marketing activity.
Marc Michaels, Director of Direct and Relationship Marketing at COI said
"Tri-Direct was selected because the team presented a cohesive strategy, demonstrated a thorough understanding of the brief, and understood the difficult challenge of finding the right media environment to address this specific audience."
Commenting on the appointment, Gillian Stevens, head of marketing, Royal Navy, said:
"We wanted to build on the existing hard-hitting awareness approach and introduce specific direct acquisition channels. The nature of Royal Marines recruitment is highly select, our recruits must demonstrate courage, determination, teamwork and strength of mind. Tri-Direct's strategy was felt to be the best to help us meet our objectives."
Michael Herbert, Tri-Direct's Account Director, added:
"This represents a very exciting opportunity to help the Royal Marines initiate direct techniques to target and recruit the next generation of Green Beret commandos.
"Our creative response strategy is based on research, which helped us to formulate the 'media world' of a potential Royal Marine. These people like a challenge and have a will to succeed, so by capitalising on media habits and distinguishing identity, we hope to achieve a significant increase in recruitment."
The Royal Marines are the Royal Navy's amphibious infantry and are a key component of the UK's Rapid Reaction Force. They are required to be trained to work in different terrains and environments, from the cold, mountainous conditions in Northern Europe, to the hot arid regions of the Middle East and Africa and the dense tropical jungles of the Far East.
The Royal Marines can wear the famous Green Beret only if they pass a rigorous 30-week training course with physically demanding tests of endurance.
For further information, please contact:
Kate Tonge, COI on 020 7261 8306;
or Sara Draycott, at Tri-Direct on 01256 692 329