Tuesday 19 September 2017
Congratulations to the Royal Navy who have won GCS campaign of the month for July and August for their 'Visit of HMS St Albans to London' campaign.
The Royal Navy were aware from research they conducted that public awareness around their role in keeping Britain safe and protecting the economy was limited. The campaign around the HMS St Alban’s four-day visit therefore set out to capture the attention of new audiences, and better inform the public of the ship’s – and the wider Royal Navy’s – purpose.
HMS St Albans’ visit to London coincided with several high-profile national events, presenting some clear opportunities for the campaign. International Women’s Day, the 100th anniversary of women joining the Naval Service, and National Apprenticeship Week all fell during that week. The Royal Navy produced an OASIS campaign, using these events as platforms to communicate their strategic messaging, focused on media operations, stakeholder engagement, and digital. Interviews with people who serve on board would be used at each opportunity to tell the story of the ship’s vital role and operational successes.
Instead of holding a media facility, the Royal Navy invited BBC Radio 1 Newsbeat to report live from the ship while it was at sea. They produced a 3-minute video and radio package seen by millions. Good Morning Britain was also invited to report live from the ship throughout their programme on International Women’s Day.
In addition to producing daily video and imagery updates on the ship’s visit for social media, they were able to encourage influential visitors to the ship to post positive content on their own channels to advocate their key messages. On the final day, a Facebook Live video they streamed during a morning outdoor physical exercise session, with an International Women’s Day theme, reached more than 2m people.
The team behind the campaign are:
Sam Bannister, Communications Officer, Royal Navy
Lieutenant Commander Jonathan Parker, Head of Media, HMS St Albans
Petty Officer Carl Osmond, Photographer, Royal Navy