BAE plots image overhaul

BAE Systems has begun an integrated campaign to ‘highlight its importance to UK plc'.

Hirsch: BAE campaign
Hirsch: BAE campaign

The company will use a PR campaign featuring employees doing jobs people do not usually associate with the defence and aerospace manufacturer. The PR offensive will support a national advertising campaign.

‘There's a lot of things people do not know about the company,' said BAE director of brand communications and strategy Sara Hirsch.

‘Last year we launched a partnership with UK Sport which sees us helping Brutish athletes. It is true to say a lot of our coverage is business focussed, we want more to get through.'

BAE is subject to ongoing investigations by the Serious Fraud Office, but the campaign is not said to be related.

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