Euro RSCG takes off with Eurofighter PR

Eurofighter GmbH, the European defence consortium, has appointed Euro RSCG to handle PR for its pounds 40 billion Eurofighter project. It pitched against Burson-Marsteller and The Rowland Company for the business.

Eurofighter GmbH, the European defence consortium, has appointed

Euro RSCG to handle PR for its pounds 40 billion Eurofighter project. It

pitched against Burson-Marsteller and The Rowland Company for the

business.



Euro RSCG Group’s work covers media relations, marketing support, and

advertising in Italy, the UK, Germany and Spain - the four countries

co-operating to produce the aircraft.



The consortium is made up of Daimler Benz Aerospace, British Aerospace,

Italian group Alenia and state-owned CASA of Spain.



Euro RSCG’s agencies - including Biss Lancaster in the UK, ABC in

Germany, Agenpress in Italy, Ruiz Nicoli in Spain and ad agency Euro

RSCG Wnek Gosper will also raise the profile of Eurofighter in potential

export markets. The fighter has already attracted interest from the

United Arab Emirates and Norway.



Part of Euro RSCG’s job is to establish dedicated press offices in each

partner country. It will focus on raising awareness among potential

buyers and politicians but also among the general public in markets

interested in investing in new military technology.



But it will also have to face criticism that the plane’s computer

software and its radar are not of high enough quality.



Eurofighter managing director Brian Phillipson said: ’Euro RSCG showed a

real understanding of our business. It was important that the teams

involved were in tune with our business objectives, as well as the

political sensitivities in the different nations.’



Germany recently gave the green light to the project when it ordered 180

Eurofighters at a cost of pounds 8.5 billion. Britain is buying 232 of

the aircraft.



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