image for Royal Navy ship shape & Bristol fashion with launch of new website

Royal Navy ship shape & Bristol fashion with launch of new website

Published on Monday, 19th May 2014
The Royal Navy has announced the launch of its new website developed by leading independent digital agency e3

The Royal Navy has today announced the launch of its new website (, which has been created to tell the story of the 500 year old organisation with over 30,000 employees across the globe.

Developed by leading independent digital agency e3, the new site is designed to engage the Royal Navy’s multiple audiences and to allow the public to understand better what the Navy does and why it should matter to them.

“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.

“Our reinvigorated digital presence allows us to demonstrate the value of the Royal Navy to the public who support us and aids the recruitment of quality candidates to support our future success,” said Captain Ian Stidston, Royal Navy.

Retained since 2011 as the Royal Navy’s lead digital agency, e3 were initially appointed to maintain and evolve its existing site. The agency is now working as industry partners with the Royal Navy on its digital and social media strategy and development.

The launch of the new website is the culmination of the agency’s insight in to the Royal Navy as an organisation and the journey began with the e3 team spending a week on board HMS Sutherland which allowed the development of a deep understanding of its challenges.

The new responsive site uses storytelling to capture the interest and imagination of users across six core themes that bring to life what the Royal Navy does. With themes including ‘Providing security at sea’ and ‘Preventing conflict’ stories centred around Queen Elizabeth carrier for example, are presented in Sunday supplement style layouts.

Primed to provide users with a lateral, personalised journey linking them to different content formats based on interest, the site also maximises use of video. The sense of loyalty, commitment and adventure which cuts across the six themes is brought to life with evocative music and ‘mini drama’ cinema style shorts. With potential recruits a key audience for the site, there are nearly 90 case study style interview videos with Naval personnel in jobs ranging from Royal Marines Commando to Service Band Musician.

“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,” said Neil Collard, managing director, e3 digital.

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