The COI has appointed direct marketing specialist Tri-Direct to develop an autumn campaign that will target 16- to 31-year-old men through a variety of channels, including ads and inserts in specialist magazines. Potential recruits will also be reached via direct mail and targeted email marketing.
All activity will prompt applicants to either phone a recruitment line or visit a dedicated microsite.
The Marines' advertising account is handled by Rainey Kelly Campbell Roalfe/Y&R and uses the line '99.99% need not apply', reflecting the exclusive nature of its recruitment process. Earlier this year digital agency Glue produced an online recruitment campaign for the force.
Last November Glue created a digital campaign to attract recruits that used the line 'To join, click here.' When users tried to click on the ad, they were repeatedly asked to try again, until a banner announced that 'a Marine never gives up'.
Tri-Direct secured the direct business following a pitch against Equi-Media and Manning Gottlieb OMD.
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