To prove the Army Reserve band was more than just a marching band, they had to become more than just a marching band. Put simply we had to change the product we were selling.

So we created ‘The Reservists’ - a soulful, big band outfit that are currently booking gigs in universities and pubs across Australia. To get their name out there, we promoted them like any other band; with billposters, T-shirts, stickers, ‘band members wanted’ ads and a MySpace page to get the music heard. By doing all this we were not just telling, but proving to an audience of sceptics that Army Reserve Musicians know their stuff.

The results are ongoing, kicking off with a 300% increase in enquiries and 40,000 hits on MySpace and climbing.