Manchester-based frank virtual has been tasked with rebranding the Territorial Army as the Army Reserve in the North West region.
The advertising agency has been hired by North West of England and the Isle of Man Reserve Forces’ and Cadets’ Association (NW RFCA), which is among the first of the larger regional bodies in the UK to promote the change.
The name change is part of a new drive to increase the number of trained reservists to 30,000 – 30% of the British Army – by 2020.
frank virtual’s work will initially feature a series of posters to attract recruits to the diverse roles on offer, including infantry, IT communications, logistics and engineering roles. It will cover all army reserve centres in the North West.
Lt Col Ian Sawers, deputy chief executive of NW RFCA, said: “The Army Reserve will aim to develop a range of valuable and in-demand skills that can be transferred to the civilian workplace such as leadership and management.
“frank virtual will be helping to building awareness of the opportunities we can offer recruits, as well as the renaming.”
Richard Forman, MD of frank virtual, added: “We have significant experience of working with the reserve forces to deliver marketing that has purpose and will generate results. Our association goes back 15 years as we have always met the challenges given.”
The agency also worked with the Volunteer Estate, Discover Flintshire and Duracryl.