Royal British Legion Industries (RBLI) Honour Heroes of the Past
- ClientRoyal British Legion Industries (RBLI)
- ObjectiveStand out in a crowded media landscape to drive sales of RBLI's iconic Tommy figure
Challenge:
In the lead-up to the VE Day 80th celebrations, Royal British Legion Industries (RBLI) wanted to both honour the heroes of the past and draw attention to the urgent needs of today’s veteran community. The campaign needed to drive sales of RBLI’s iconic Tommy figures – which directly support housing and care for veterans – while standing out in a crowded media landscape saturated with similar commemorations. With multiple locations, stakeholders and stories to coordinate, the campaign also required a strong narrative and precise execution to cut through.
Approach:
We developed an integrated campaign that blended compelling editorial video content with strategic broadcast PR to drive impact across the UK.
At the heart of the campaign was the unveiling of a striking new sculpture by artist Martin Barraud in Dover – a tribute to wartime innovation and the technological advancements that helped secure victory in Europe. The installation featured the signature Tommy emblem, linking back to the charity’s wider fundraising efforts and the construction of 100 new veteran homes in RBLI’s Aylesford village.
Our editorial content brought this campaign to life – combining emotive veteran interviews, sweeping drone footage of the Echoes installation, and scenes from the RBLI village. This was supported by an intricately produced b-roll and a targeted PR rollout to major national and regional broadcasters.
Coverage included live and on-site segments from Sky News, GB News, ITV Meridian and BBC South East, with additional pick-up from BBC Radio 4’s Today Programme, ITV News, and regional BBC stations. By integrating tailored messaging with rich visual storytelling, we amplified the campaign across every major UK region.
Results:
- Over £40,000 raised in Tommy figure sales, with clear spikes during live Sky and GB News interviews
- 8 TV hits, 10 radio appearances
- Total reach: over 10 million
- Featured on BBC Radio 4’s Today Programme, Sky News, ITV News, BBC South East, ITV Meridian, GB News, and more
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