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Article: Can the RAF persuade its recruits not to fly? DLKW has just won the RAF's 2m [pounds sterling] recruitment ad account--but keeping potential staff's feet on the ground while their heads are in the clouds is no easy task, as JWT found.(News Analysis)(Royal Air Force)(Delaney Lund Knox Warren & Partners)(J Walter Thompson)
- Article from:
- Marketing Week
- Article date:
- September 16, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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High-flyers can think again if they believe that by joining the Royal Air Force they will get to take to the skies in their own fighter jet.
But that does not mean the RAF does not want them. Despite the heavily publicised job cuts that are being pushed through, the RAF which attracts a stream of wannabe pilots through its youth corps--still needs skilled personnel, from linguists to engineers. And in order to attract the best candidates, the RAF is keen to present itself as "an elite flying force", an image that raises awareness of the organisation in the outside world and acts as a morale-booster for serving men and women.
The RAF has just appointed ...