Royal AIR Force - Case Study

Category

Digital | Media | PR | Experiential and Outreach

Client

ROYAL AIR FORCE (RAF)

OUR TASK

Mediareach were challenged to position the RAF as one’s career of choice. The brief targeted the largest ethnic minorities in the UK; south Asians, Blacks and Chinese.

WHAT WE ACHIEVED

We worked closely with the RAF’s mainstream agency and devised an ethnic strand of the campaign that followed an umbrella comm’s strategy with tailor-made executions for the ethnic audience. This was particularly important as eligible candidates would be exposed to both the mainstream and ethnic campaign. The ethnic strand selectively targeted the often challenging issues of religion, career and well being.

By focusing on a ‘Day in the Life’ of a RAF recruit, we were able to demonstrate that there was more to the RAF than just being a pilot. The campaign was positively received and achieved all its KPIs during research.