The Royal British Legion, which markets itself as The Poppy Appeal, has handed three-year contracts to Target Direct and Citigate Albert Frank, both agencies it has worked with before, to develop the appeal's marketing communications strategy.
Citigate Albert Frank will be responsible for above-the-line communications aimed at ensuring The Poppy Appeal retains high levels of public awareness through outdoor media. Work will focus on the 60th anniversaries of D-Day next year, and VE Day in 2005.
The agency will also work on The Royal British Legion's Poppy Direct Affinity Marketing Scheme, which offers third-party products and services such as travel and financial services to its 590,000 members.
The objective of the work will be to build on the appeal's growth in the past five years, which has seen revenue increase by more than 30%.
Last year, it generated more than 20% growth.
Target Direct has the task of developing the legion's direct marketing to reach new audiences and grow its donor base.
The Royal British Legion is the UK's leading ex-Service charity, protecting the interests and welfare of former British servicemen and women and their dependents.
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