The European consortium behind the pounds 42bn Eurofighter project
is to launch an international advertising and public relations campaign
to promote the jet fighter to foreign governments.
The group, which includes British Aerospace (BAe) and Daimler-Benz
Aerospace, has appointed Euro RSCG Wnek Gosper and Biss Lancaster to
handle the business, with a brief to project the plane as the world’s
most advanced combat aircraft.
The communications programme - believed to be the first of its kind for
a military product - is expected to launch next year.
It will target key opinion formers in foreign military establishments
responsible for purchasing aviation equipment, as well as generating a
positive public image for the product.
The Eurofighter project, which is jointly funded by the UK, Germany,
Spain and Italy, has been plagued by controversy over the cost and
performance of the aircraft, with some critics suggesting that it will
have a limited export market when it enters service early next
BAe recently hired a legal team to counter allegations, made in a
forthcoming BBC Panorama documentary, that the plane has performed badly
Last year, Airbus Industries appointed Euro RSCG Wnek Gosper to create a
pounds 15m global campaign backing its civilian passenger aircraft in an
attempt to fend off competition from US aircraft manufacturer, Boeing.
This article was first published on Marketing