After years where recruitment meant replacing leavers in a shrinking headcount, the Royal Navy needed to attract 34 per cent more annual entrants over five years. Marketing’s objective was to increase short-term applicants by sustaining long-term consideration in the Navy as a career option. The ‘Made in the Navy’ brand platform was developed to build the salience and emotional connection needed to support this life changing career choice. Digital tools were also introduced to remove barriers to expressing interest in applying. This paper describes how communications exceeded targets over five years, whilst reducing the media cost per expression of interest.