Canadian Forces Morale and Welfare Services (CFMWS) is a trusted partner, working on behalf of the Chief of the Canadian Armed Forces Defence Staff, providing programs and services to their members at the individual and community levels. Members who are stronger mentally, socially, physically and financially are better prepared to serve our country and protect Canadian values. Working closely with the RCAF 2024 Team, they curated a year-long program supporting celebration activities.
On April 1, 2024, the RCAF celebrated a century of service. This centenary was an opportune moment for the RCAF to garner support, instilling pride and paving the way for a lasting legacy. Leading up to and throughout 2024, the CFMWS engaged Accurate Creative’s services to support the launch of an ambitious program that included an engaging suite of marketing materials anchored by the Centennial Website, as well as secondary brand support for the RCAF Run, RCAF Gala, Legends of the Sky, and the RCAF Gaming Team.
From the outset, the goal was to create an innovative marketing campaign and suite of collateral materials that break new ground and promote the RCAF’s history through a contemporary lens. While the Centennial marked Canada’s 100-year military aviation history, celebrations also provided an opportunity to look to the next 100 years.
From an audience perspective, the campaign had to appeal to a wide demographic, including aviation and history enthusiasts, to the next generation of aviators and STEM graduates. The strategy set in motion a process whereby every visual design and technology asset created would be measured against the goal of presenting experiences showcasing the RCAF’s history through modern design and the use of current and leading-edge technologies.
A celebration on this scale comes with many moving parts and points of input. Some of the greatest challenges included managing the number of deliverables, building and deploying a diverse suite of marketing assets built using an equally wide range of technologies, and maintaining constant and clear lines of communication between all stakeholders.
While the RCAF 100th Anniversary logo was developed by another partner, Accurate was tasked with bringing the basic elements to life within a cohesive and recognizable brand system. This began with the design and development of the RCAF Centennial website and expanded across affiliated sub-brands, including redesigned logos for the RCAF Run and Gala, a new brand for the RCAF Gaming Team, and dozens of secondary collateral pieces.
Building out Centennial products was a 2-year process requiring an all-hands-on-deck approach. One of the reasons CFMWS selected Accurate as their partner is our capacity to deliver and the responsive, full suite of services and expertise we offer. Our development built an engaging and visually stunning website and user experience, including an innovative RCAF timeline, events, news and resources, and the integration of RCAF Centennial affiliate merchants and sponsorships. The graphics team curated unique logos, banner designs, social media graphics and templates, posters, apparel designs, and merchandise. Our video crew shot and produced footage for promotional videos and designed motion graphics assets. Finally, our new technology team delivered an innovative and immersive, mobile, augmented-reality experience, leveraging ground-breaking technologies that introduce audiences to RCAF’s history through the power of AR on their mobile devices.
The RCAF 2024 Centennial Campaign successfully captured the spirit of a century of service, igniting widespread national pride and international interest. Through its dynamic blend of innovative marketing, engaging events, and diverse content, the campaign resonated with audiences from all walks of life. Whether through the powerful stories shared, the celebration of air shows, or the connection forged with new generations via gaming and eSports, the campaign brought the legacy of the RCAF to life in a meaningful way.
By creating a cohesive and immersive experience across digital, print, and interactive platforms, the campaign achieved its goal of honoring the RCAF’s storied past while inspiring excitement for its future. This multifaceted approach not only amplified the reach of centennial celebrations but also ensured that the RCAF’s history and mission would continue to engage and inspire well beyond 2024.
The web stats shared below are from March 21 2023 – October 1 2024.
Sincere sentiments of gratitude for your patience, efforts and trouble-shooting to get this up and off the ground. It looks AMAZING, and we are so pleased with your team’s efforts and creativeness that they brought to the design.
Royal Canadian Air Force
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