MoD to put online at heart of £1m promo

The Government is to use online ads in a £1 million-plus through-the-line campaign to educate UK business about the benefits of employing individuals from the reserve Armed Forces.

COI Communications, the department that manages the Government's marketing, will go online to promote awareness of the transferable skills of the Volunteer Reserve Forces.

The campaign will also communicate the safeguards in place for employers in the event of employed soldiers, sailors and airmen being mobilised.

The COI has launched the campaign, which has the strapline 'The more they train, the more they gain', on behalf of the Ministry of Defence and its Supporting Britain's Reservists and Employers (SaBRE) plan.

Advertorials, along with online executions including banners and skyscrapers, will run on sites such as FT.com, Guardian Unlimited (www.guardian.co.uk), Economist.com, IT information site Silicon.com and Tiscali's business channel.

Press ads in trade print titles and a direct marketing campaign will support the push.

Online creative was by ad agency Publicis Dialog and produced by its digital arm, Publicis NetWorks. Digital shop XM London created a site (www.sabre.mod.uk) for the push.

Lenore Gibson, marketing co-ordination manager at SaBRE, said: "Online is important as it draws people to our site. This promotion is well-targeted for decision-makers - human resources managers, managing directors and chief executives."

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