British Legion targets 5m in major D-Day campaign

LONDON -The Royal British Legion is capitalising on the 60th anniversary of D-Day in June by launching its biggest marketing campaign using digital and direct activity outside of its traditional 'Poppy' campaigning season.

A direct marketing campaign will aim to develop long-term relationships with younger consumers and is part of the charity's goal to extend its pool of regular donors, who are generally in their 50s and 60s.

The campaign, targeting nearly 5m people, has been created by The Royal British Legion's agency Target Direct. It begins later this month and uses a variety of direct and digital activity.

All material carries the strapline 'We owe them a massive debt', and is a tribute to the soldiers who died during the D-Day landings of 6 June 1944.

The strategy marks a shift in emphasis from previous campaigns, which have tended toward celebration, by focusing on soldiers who lost their lives. The creative tells the tale of the 'D-Day Dozen', 12 servicemen who died heroically.

As well as targeting 170,000 existing and lapsed supporters, the Royal British Legion is mailing potential donors via direct mail and door-drops.

The mail pack contains a 'Thank You' flag that people are encouraged to return with a message of thanks. All flags will then be displayed at an anniversary crossing to Normandy.

All communications will carry the details of a website dedicated to the campaign. Press advertising will run across national newspapers.

Target Direct has worked for the Royal British Legion for six years, retaining the business when it was put up for review last year.

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