Human Connection Ad Campaign Helps British-Based Serco Localize Its North American Operations Launch
Placing a heartfelt advertisement in leading defense publications gave U.K.-based Serco the exposure they needed in the American market.
Marketing Challenge
When Serco, one of the U.K.’s largest public sector contractors, acquired U.S. defense company Resource Consultants Inc., it sought a streamlined advertising campaign to facilitate the brand transition. Aware of the stakes in a hyper-competitive defense arena, Serco entrusted Borenstein Group to get its message to the market.
Strategic Solution
Recognizing the need to firmly orient Serco’s brand in American service, Borenstein Group created an emotional campaign emphasizing Serco’s delivery of life-saving support services to U.S. soldiers. Placed in leading defense and government publications, the ad garnered valuable brand exposure among the Washington cognoscenti.
Results
With the creation of the campaign the Borenstein Group created, Serco was able to emphasize on its comprehensive end-to-end delivery to life saving support services to U.S. Soldiers and expand its footprint from the initial market entry with the acquisition of Resources Consultants Inc. (RCI), and soon after acquired SI International to become a Tier-1 Multibillion dollar leader in the U.S. Public Sector.
