Royal Navy launches new recruitment campaign ‘Made in the Royal Navy’
The Royal Navy has today launched a new recruitment campaign to drive interest and place the force as an organisation offering a “world of opportunities and aspiration”.
The campaign, created by WCRS, broke with a 60 second TV spot, directed by Ed Morris at Rattling Stick, which tells the story of a boy progressing from childhood to adulthood and shows how his decision to join the Royal Navy is ‘the making of him as a person’.
The new spot marks a shift in marketing strategy for the Royal Navy, which has historically focussed on its functional offerings such as training and equipment rather than personal qualities and gains.
Paul Colley, head of marketing at the Royal Navy said: “The personal journey and the changes they bring were such powerful ones in young Royal Navy Ratings that it seemed to offer the most compelling reason to consider a career in the Royal Navy. WCRS’ Made In The Royal Navy really delivered on this personal journey and brought the massive array of experiences in the RN to life.”
All advertising executions direct to a new landing page on the Royal Navy recruitment website, developed by E3, which features further films created by WCRS. The online films tell personal stories of people who were ‘Made in the Royal Navy’, as well as providing more information about the job roles and application process.