The Army enlists Consolidated for image overhaul

The Army has brought in Consolidated Communications to support the launch of a new CD-ROM designed to challenge traditional images of the Army’s role.

The Army has brought in Consolidated Communications to support the

launch of a new CD-ROM designed to challenge traditional images of the

Army’s role.



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

team leadership.



’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.’



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