The Royal Navy has launched a new website to promote the history of the 500 year old organisation, while highlighting its current day relevance.
Developed by digital agency e3, the new site is designed to engage the Royal Navy’s multiple audiences, including news outlets, organisations and potential recruits.
The new responsive site uses storytelling, with the aim of capturing the interest and imagination of users across six core themes, these include ‘providing security at sea’ and ‘preventing conflict’.
The website is designed to provide users with a lateral, personalised journey linking them to different content formats based on interest. These journeys are centred around music and ‘mini drama’ cinema style videos. The site also features case study style interview videos with Naval personnel in jobs ranging from Royal Marines Commando to Service Band Musician.
Captain Ian Stidston of the Royal Navy commented: “Obviously most people have heard of the Royal Navy, but when it comes to understanding what our purpose is, we’re faced with this ‘sea-blindness’ around what we do. Added to the communications challenge is the fact that we have a number of different audiences to serve; our service people, and the wider community – their families and veterans, opinion leaders, news outlets and of course, potential recruits.”
Meanwhile, Neil Collard, managing director at e3 digital, said: “Despite the diversity of audiences involved, everyone – whether they are 16 or 60, potential recruit or government official – will connect with a good story. And rather than bombard people, our mantra when developing the Royal Navy site was very much ‘bigger, better, fewer’.
“While it’s good news that more and more organisations are focussing on content, the challenge is not to confuse quality with quantity. For example, where previously the Navy was producing upwards of twenty news stories a day, the new strategy is centred around producing less, better quality content which has a much longer shelf live.”
