The Territorial Army has selected full service advertising agency frank virtual to assist with its rebrand in the North West region to the Army Reserves.
The name change hopes to push the ‘learn new skills and earn more money’ message which aims to drive recruitment closer to the 30,000 trained men and women by 2020 target.
“The Army Reserve will aim to develop a range of valuable and in-demand skills that can be transferred to the civilian workplace such as leadership and management. frank virtual will be helping to building awareness of the opportunities we can offer recruits, as well as the renaming,” explained Lt Col Ian Sawers, deputy chief executive of NW RFCA.
Covering all Army Reserve Centres in the North West, frank virtual’s work will initially feature a series of posters designed to attract recruits to the diverse roles on offer.
Richard Forman, MD of frank virtual, added: “We have significant experience of working with the reserve forces to deliver marketing that has purpose and will generate results. Our association goes back 15 years as we have always met the challenges given.”
The North West of England and the Isle of Man Reserve Forces’ and Cadets’ Association (NW RFCA), which has briefed frank virtual with the rebrand, is among the first of the larger regional bodies in the UK to promote the change to the Army Reserves.