The Army has brought in Consolidated Communications to support the
launch of a new CD-ROM designed to challenge traditional images of the
Consolidated will concentrate on targeting the youth press and has plans
to co-ordinate the launch with a specific tabloid, while the Army’s
in-house team focuses activity on mainstream coverage.
The CD-ROM, First Contact, will be available via a freephone number from
April. Promotion for the launch will rely entirely on PR, with the aim
of generating wide coverage in the press.
First Contact has been designed to give consumers a better understanding
of the role of the modern British Army, demonstrating its humanitarian
involvement. The CD-ROM consists of a series of games or ’missions’
involving specific skills, such as mapcraft, first aid, survival and
’Our brief is to use the CD-ROM as a means of changing people’s
perception of the modern British Army,’ said Consolidated director Tom
Wells. ’We will be setting up major promotions to help create
excitement, hype and trial of the game.’