Advertising "Hard Stuff Done Right"
Two legendary shipbuilding companies, Newport News and Ingalls Shipbuilding merged in 2011. Qorvis MSLGROUP was hired to brand and promote the new company as Huntington Ingalls Industries (HII) to its key audiences: the U.S. Navy, the Marine Corps and Congress and throughout its local shipbuilding communities.
Qorvis MSLGROUP led the branding effort for HII through strategic messaging and brand exercises. We developed new company messages that promoted the combined forces of two major names in the shipbuilding industry and its 125-year history of quality and craftsmanship. With more than 35,000 shipbuilders, we also incorporated the message that HII’s customers can rely on the new company to deliver with innovation and expertise. The Qorvis MSLGROUP team created print, online and radio advertising to promote the demand for its various classes of ships to the U.S. Navy, Congress and the Marine Corps. We also created ads to tout the company’s skilled labor force and technology, as well as community ads commemorating key patriotic holidays. Qorvis MSLGROUP also managed the company’s advertising buy for each campaign.
The team has also been tasked with creating “Capture Campaigns” to gain awareness and to support the funding to build another aircraft carrier as well as the LPD and LPD Flight II. Tactics for these campaigns include print, radio and online ads, as well as online videos. These campaigns, as well as a new branding campaign, are presently in market.
Qorvis MSLGROUP provides a comprehensive schedule for ad placement, we execute research and recommend the placement of new campaign ads in approved publications and newspapers throughout Virginia and the national capital region.