SUBSCRIBE HERE
The U.S. Navy Hopes to Reach Gen Z With Its New ‘Forged by the Sea’ Campaign | AdWeek
U.S. Navy

The U.S. Navy Hopes to Reach Gen Z With Its New ‘Forged by the Sea’ Campaign | AdWeek

The U.S. Navy is launching a new recruitment campaign around the annual Army-Navy college football game Saturday.

Two new broadcast spots set to debut during the game introduce a new tagline, “Forged by the sea.” The campaign marks the Navy’s first work from Young & Rubicam, which was appointed its lead creative agency following a 2015 review, and is aimed at the Navy’s primary recruiting target—Gen Zers.

“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,” said commander of Navy Recruiting Command Pete Garvin in a statement. “As such, the Navy recognized the necessity to develop a new marketing campaign and digital-heavy media strategy to more effectively reach, educate and inspire the best and brightest prospective recruits.”

Source: The U.S. Navy Hopes to Reach Gen Z With Its New ‘Forged by the Sea’ Campaign | AdWeek