Army Engages Vital Marketing to Reach African-Americans

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Leo Burnett USA, Chicago, asked Vital Marketing Group to help with the U.S. Army's African-American personnel recruitment and retention marketing.


Vital Marketing will work with Burnett and ad agency Muse Cordero Chen in the recruit outreach, planning and execution of urban young-adult-targeted promotions and events. Burnett is the lead agency on the U.S. Army's "Army of One" campaign.


In plans under development, Vital has partnered with hip-hop magazine The Source. It will create a microsite offering music, direct marketing, radio and events. The goal is to use urban culture to encourage interaction with prospects and revive the Army's image with this 13-to-18-year-old demographic.


In another effort being planned, the agency will use interactive NASCAR offsite events and NASCAR/Craftsmen Truck series races hospitality events to bring the sport to the African-American target. The NASCAR partnership with the Army comprises interactive games, remote-controlled car races, driver in-person interviews, guest appearances and celebrity hosts.


A 4-year-old agency with revenue of $7 million, Vital Marketing has run campaigns for Nike, Remy Martin, Universal Music Group, Tommy Hilfiger, Alize, Hush Puppies, Foot Action and Posner Cosmetics.


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