The RAF Association were reinvigorating their membership recruitment activity and, following a pitch, turned to Cherry Tiger to undertake their next above the line campaign – designed to attract a newer, broader audience as well as raise awareness of the fantastic work their members support.
Our goal was to draw in not just supporters with a direct association with the RAF, but also from members of the public who simply want to show their support for our RAF heroes. The challenge we faced was finding these prospective members, then quickly and simply
explaining the RAF Association’s huge variety
of work – from combatting loneliness to
supporting the families of serving personnel.
We designed an insert campaign for special interest titles such as Air Forces Monthly, Air International and Britain at War. Our messaging was tailored to tap into raising awareness of the RAF Association, and to reach out readers who held an interest in aviation and the military in general. This activity was overlaid with a regional press and outdoor campaign, specifically designed to encourage support through joining local branches, many of which are based in traditional RAF strongholds such as Lincolnshire, Leicestershire, Oxfordshire and Norfolk.
This was the RAF Association’s first membership campaign to a broader, non-military audience for quite some time. The campaign generated hundreds of new members across offline and online channels.