THEIR LEGACY. OUR PROMISE
The Brief
The guardian of America’s overseas commemorative cemeteries and memorials chose Loma to help amplify national awareness of its storied mission and global accomplishments. The Centennial commemoration successfully reached its intended audiences in 18 nations.
The Client
American Battle Monuments Commission
The Challenge
ABMC serves as guardian of America’s military cemeteries and memorials in 17 countries, upholding nation’s promise to forever honor all those who served. However, as the World Wars of the 20th century begin to recede in memory, Americans must be reminded of ABMC’s vital mission. The 2023 Centennial would be an ideal opportunity for the Commission to introduce, sustain and elevate interest among U.S. audiences and host-nation neighbors.
Working in partnership with Susan Davis International (SDI), we were tasked to build awareness about ABMC, increase understanding of its mission and stimulate interest in learning through the Commission’s digital and online presence.
The Approach
We first established thematic, messaging and audience targeting priorities as key components of the overarching centennial plan. The creation of the Centennial brand and a website redesign followed, then continued with the production and dissemination of holistic cross-platform media tactics in support of what became the largest sustained event in the Commission’s history.
More than 20 brand assets and tactics were generated, featuring multiple creative extensions.
Our social media team aligned with ABMC’s internal resources to build awareness of landmark events and specific remembrances before, and immediately following, their occurrence. Events featured Loma-produced livestreams to expand audience engagement.
Measurable Results
The ABMC centennial commemoration achieved each of its priority goals:
Increased awareness of ABMC, its mission, history and accomplishments
Increased collaboration with agencies, organizations and institutions
Increased traffic to www.abmc.gov and expanded social media reach
Increased media placements and interest
The Takeaway
We were introduced to ABMC through our work on behalf of the nation’s new national World War I Memorial. That experience was instrumental in understanding this mission and best ways to accomplish it. As ABMC enters its second century of service to the nation, we’ve been honored to help raise awareness of its magnificent legacy and inspired vision for the future.
“In our next century of service, ABMC will continue to fulfill General John J. Pershing’s promise that, ‘Time will not dim the glory of their deeds,’ through education, commemoration and dedication.”
— ABMC Secretary Charles K. Djou
