The Royal Navy is about to embark on a licensing and merchandising programme with the world’s largest non-character licensing agency, IMG. This initiative is being undertaken to increase awareness of the Royal Navy brand by aiming to place it firmly on the high street.

An event to mark the start of the programme was held onboard HMS ALBION, one of the largest warship in the Royal N. The First Sea Lord, Admiral Sir Jonathon Band KCB ADC made a keynote speech and the event was jointly hosted onboard by Captain Brian Warren OBE, Royal Navy, head of Public Relations (Navy) and Simon Gresswell, Vice President, Licensing at IMG. Guests included representatives from the licensing industry and specialist press.

In introducing the event, the First Sea Lord said: “In looking at new ways of communicating with our audiences, licensing and merchandising our brand and placing it firmly onto the high street is an exciting and obvious area to try to exploit. It will compliment an already healthy public relations programme and I for one am thoroughly looking forward to seeing it develop.”

In an outline of the programme Simon Gresswell said that he is hugely excited about working with the Royal Navy. “IMG believe that the Royal Navy and its broad range of sub brands, such as the Royal Marines, have a unique combination of history and heritage, on-going currency and an exciting, certain future beyond the like of most brands. The Royal Navy offers licensees, retailers and commercial partners a tremendous array of assets and design inspiration.”

The senior of 3 Armed Forces, the Royal Navy has a long and proud history with the origins of its current structures dating nearly 500 years. The 200th anniversary of the Battle of Trafalgar last year became an international event and illustrated the high regard with which the Service is held both in this country and world wide. The Royal Navy, however, does not only exist today because of history and whilst much of today’s spirit and ethos is drawn from its past glories, the requirement for a strong and capable Fleet is as relevant now as it ever has been.

This new licensing and merchandising programme is clearly a commercial undertaking, but importantly for the Royal Navy it is an additional communication channel. It will complement other public relations activity and help to ensure that taxpayers are well informed and that young people are aware of the exciting opportunities within the Service. Specific objectives are:

• To spread brand awareness amongst audiences, that would not otherwise come into contact with the Royal Navy. In particular we are aiming at young people.
• To enhance the image and reputation of the Royal Navy through products which represent its ethos and values.
• To support recruiting activity and events with merchandise tailored to meet specific requirements.
• Develop a trading reputation to protect trade marks.
• Generate revenue in a commercially viable programme.