Agencies line up for RAF digital advertising account

The Royal Air Force is on the hunt for an agency to handle its digital advertising account.

COI, which is managing the pitch, is in the process of contacting roster agencies to compete for the business.

Although the exact nature of the brief has yet to be revealed, it is understood that the successful agency will be responsible for producing campaigns aimed at raising awareness of the RAF and increasing the number of recruits to the military service.

The incumbent on the account is Lean Mean Fighting Machine, which was appointed to handle recruitment-focused digital advertising in May 2007. The agency will not repitch.

Last year, LMFM produced an online campaign to generate interest in the role of information, communication and technology specialists in the RAF.

The online advertising and microsite enabled users to configure a micro unmanned aerial vehicle (a remote control helicopter) and deploy it on a reconnaissance mission to the RAF Brize Norton base.

Once they had completed the 13-day mission, users were sent information about the ICT specialist role by e-mail.