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The Navy Announces New Slogan
Updated December 7, 2017 7:23 AM
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(WASHINGTON) - After nearly two years of development, the United States Navy on Tuesday released its new slogan.

At Saturday's Army-Navy game in Philadelphia, the service will roll out its new tagline: "Forged by the Sea."

A one-minute ad spot on CBS during the game that takes viewers on a fast-paced tour of the Navy's operational capabilities, from a nuclear submarine to a fighter launch from an aircraft carrier and into space, with a shot of an M4-QC Triton surveillance drone.

The Navy is also launching a number of social media initiatives near game time, including augmented reality filters on the Navy Recruiting Command Facebook page to allow users to play around with the new tagline, and a Facebook Live show hosted by two officers who attended the Naval Academy, according to a news release.

Following the game, according to the release, a camera team will hit the street to interview sailors about the new tagline and then share their reactions on social media.

The new slogan and broader ad campaign highlight the diversity of jobs within the Navy, convey the sense that Navy sailors are shaped into a more capable version of themselves and emphasize the Navy's relationship with the sea and its history of maritime dominance.

The slogan is designed to target the centennial population, made up of 17-to-21-year-olds.

The rollout comes as the Navy is set to increase its reserve by 1,000 and active-duty force by 4,000 next year, as laid out in the 2018 National Defense Authorization Act (NDAA). The NDAA still must be signed by President Donald Trump to become law.

The new slogan is the 10th adopted by the Navy in the past 45 years, according to the service. It replaces "A Global Force for Good."

The first Navy recruiting advertisement with the new slogan is set to be aired during the second quarter of the Army vs. Navy football game on Saturday at Lincoln Financial Field in Philadelphia. The full campaign is set to be rolled out in March 2018.

Marketing and communications agency Young & Rubicam in 2015 won the five-year contract to develop the new marketing materials, valued at up to $457 million.

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