BAE Systems, Inc.
Integrated Marketing Campaign
Situation
The Holston Army Ammunition Plant is more than just an industrial in the heartland of America. It is a sacred ground tucked away in the foothills of Tennessee where American workers’ fierce loyalty and love of country combine to protect those who protect us.
2022 marked the plant’s 80th anniversary and a special opportunity for operating contractor BAE Systems Ordinance Systems Inc. (OSI), to celebrate this historical milestone.
Strategies
Campaign identity
A We created an identity that was used across all materials to set it apart from the other BAE Systems, Inc. initiatives.
Holston Heroes spotlights
Ten “Holston Heroes” were selected. We went on-site to interview, photograph and video all individuals.
Launch
The team rallied the support of key leaders for a LinkedIn takeover in a carefully timed campaign.
Video
We shot and edited a 3-minute video that honors the legacy of Holston and its dedicated employees.
Internal communication
We launched a campaign to engage the workforce, and developed “Holston on the Hill,” a special event that connected key influencers with the Holston Heroes and facility leadership.
Results
The campaign was a huge success. It lifted employee and civic morale and created national visibility for the facility’s efforts since World War II.
40K
Images captured
18K+
Media impressions
15K+
VIP attendees
112
Government staffers and House members
