HII

Mission Ready. All Domain.

Known for decades as the premier builder of aircraft carriers, destroyers and more, Huntington Ingalls Industries re-christened themselves as HII in 2022, reflecting the more robust array of advanced technologies they could now deliver across all domains thanks to their acquisition of Alion. Our strategic marketing campaign brought awareness of these robust new integrated capabilities—and a remarkable surge in website engagement.

The new campaign leveraged HII’s history while communicating that today’s HII—far from limited to the seas—is a true “all domain, mission-ready” partner. We highlighted C5ISR, full-spectrum cyber technology, UUAV, AI, and electronic warfare (EW) expertise to demonstrate advanced interoperability and cross-domain integration, capabilities critical to securing new government contracts.

To illustrate the “all armed forces” nature of today’s HII, the campaign graphically depicted elements of air, land and sea in ways that supported the positioning of Mission Ready. All Domain. And while creating awareness for the expanded capabilities inherent in the “all domain” message, it was equally important to provide credibility to the term “mission ready.” We did so with specific examples under the common headline “mission ready means.”

In crafting a comprehensive marketing campaign, strategic placements were curated to maximize visibility and engagement. These placements spanned various channels, including:

• Out of Home – placements secured in targeted locations close to HII offices and key customers
• Event geofencing at major industry events such as AFA, AUSA, ITSEC
• Social media ads on Facebook, LinkedIn
• Targeted Google search ads
• Display ads
• Direct print placements with accompanying ROS ads
• Sponsored thought leadership, including webinars, articles, and interviews

As testament to the campaign’s efficacy, HII’s website experienced a 378% increase in new users, with the number of sessions soaring by 419%, compared to pre-campaign metrics. Moreover, page views witnessed a 365% surge, showcasing the campaign’s profound impact on capturing and retaining visitor interest.

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