Weber builds out PR for new US Army ad campaign

DALLAS: Weber Shandwick has launched an integrated PR and social media campaign to support the US Army's new television advertising push "Symbol of Strength," which will begin airing on Memorial Day.

DALLAS: Weber Shandwick has launched an integrated PR and social media campaign to support the US Army's new television advertising push "Symbol of Strength," which will begin airing on Memorial Day.

The PR campaign includes media outreach, social media extensions, and internal communications, targeting those interested in joining the Army, their influencers, community advocates, and the internal Army audience, according to Eric Pehle, EVP and US Army account leader at Weber Shandwick. Social media presence has launched on the official US Army blogger site ArmyStrongStories.com, as well as through Facebook and Twitter.

"Since our campaign focuses on the various dimensions of strength, pride, and respect that a soldier gains by electing to wear the Army uniform, we felt like Memorial Day, which honors those past and present who have proudly served in a military uniform, was an ideal day to launch our campaign," he added.

Pehle would not disclose PR budget.

The fully integrated marketing campaign for "Symbol of Strength," an extension of the "Army Strong" initiative, was developed by AOR McCann Worldgroup, which was retained by the US Army last month. McCann encompasses an IPG network, including Weber Shandwick.

The marketing campaign, said Pehle, has a tie-in to the upcoming movie X-Men: First Class. It includes a 30-second co-branded Army/X-Men video to air in theaters nationwide.

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