RAF dives in with 1 year Discovery Channel deal to target adventurers
The RAF has announced that it will sponsor peak time content on the Discovery Channel and DMAX for a year in a bid to recruit adventurous viewers.
The ad will run along prime-time content
The deal, which will include the sponsorship of adventure programming across Discovery Channel, DMAX and Quest, was negotiated by M4C and planned by MEC. It will see the RAF support over 150 hours of programming throughout the year.
The ad drive will also be supported with online and on-air competitions over the new year - a period the RAF claims is a vital recruitment window.
Among the sponsored programming is ‘Lost Worlds with Monty Halls and Leo Houlding’, which follows the ex-Royal Marine and world class climber take on daredevil missions in the wilderness.
The idents, created by Discovery Creative London, will show a range of RAF personnel responding to a humanitarian crisis, ending with a voiceover stating: “It takes more roles than you think to complete a mission.”
Martin Heaton-Cooper, vice president of commercial development UK and Ireland of Discovery, said: “As the youngest and biggest channel in the factual category, the Discovery Channel is the perfect fit for the RAF’s recruitment drive.
“The close tie between the core values of both brands - an adventurous spirit and willingness to face a challenge - will put the RAF right in front of their target audience.”
David Ogden, head of RAF recruitment marketing, said: “The RAF aims to establish itself as an employer brand and drive recruitment, whether commitment is as a full time regular or a spare time reservist.
“We hope to showcase the variety of roles available, from drivers and cooks to pilots and engineers, and the level of expert training received.”
Last week, Samsung awarded a team of RAF footballers the chance to visit and play on the England team’s exclusive St George’s training facility.