The U.S. Navy’s newly conceived marketing campaign of “Forged by the Sea” will herald spectators and stakeholders alike when its football team kicks off Saturday’s annual Army-Navy game in Philadelphia, a longstanding American tradition.
Along with the new slogan, the sector’s strategic advertising plan will feature that tagline both in televised commercials scheduled to air on CBS and on stadium screens, with the first spot called “Sea to Stars.” The second of the series, entitled “Game,” will appear in-stadium as well.
Officials indicated that the launch signals the onset of an integrated marketing plan encompassing continuous advertising on digital and social media platforms. Print ads will support the rollout via game day programs, local bus wraps and subway ads.
"The Navy is now recruiting young men and women of the Centennial generation, who have different goals, expectations, and media-consumption habits than their Millennial predecessors,” Rear Adm. Pete Garvin, Commander, Navy Recruiting Command, said in describing the Navy’s new focus on digital exposure.
Plans are set for capturing real-time response to the new campaign to be subsequently shared via social media, which Garvin noted aligns with the full marketing complement and in turn “to more effectively reach, educate and inspire the best-and-brightest prospective recruits."
Garvin acknowledged the valuable input from sailors, veterans and others in shaping the launch. The Navy’s advertising and marketing campaign, the “Navy Partnership,” is led by the Young & Rubicam agency.