Under new editorial direction the existing bi-monthly print magazine will become more accessible and modern, with a mission to showcase the many ’hidden gems’ and unknown aspects of the life and work of the organisation, alongside the core heartland of member stories and events.
The new look and structure will not be exclusive to the editorial content, as John Brown also has the brief to take forward the advertising and commercial sales arm, with the aim of bringing in new brands and revenue streams, as well as concentrating on traditional advertising routes and supporters.
The first issue under this new direction will launch in May/June, with a range of complementary digital content and associated activity also under development and consideration to amplify this new approach.
Bob Gamble OBE, Head of Membership at The Royal British Legion, said, “We were extremely impressed by the ideas John Brown presented, and are excited at the prospect of developing our communications programme together. Now is the right time to move forward and we firmly believe the new work will act as a real catalyst in helping to change perceptions, and build even greater knowledge and support for the work we do.”
John Brown Group Managing Director, Dean Fitzpatrick, said, “Our job is to help make The Royal British Legion as relevant for the future as it has been for the past 90 years. We’re sure the strategy and content under development will appeal to traditional members, but also resonate strongly with supporters, beneficiaries and affiliates in a way that raises the profile, voice, and public empathy for the organisation today.”
