LAST CALL: Oops, Boeing flips over its new home

Boeing's John Dern, director of media relations, isn't expecting

increased media scrutiny once his company moves to Chicago this


As a multinational, Boeing is always in the public eye.

But Dern and Boeing got a little taste of what the Chicago media is like


Eager to impress its new corporate home, Boeing ran full-page ads in

Chicago's major newspapers with the headline: "With all that can be said

for Chicago, we're simply proud to call it home."

But the photo in the ad, showing Chicago's trendy Michigan Avenue

shopping district, had been flipped so that buildings were in the wrong


The Chicago Tribune quickly noticed the flub and carried a business

section story with the headline: "Boeing's introductory ad creates

negative publicity." Other local media outlets picked up on the story as

well. Boeing reran the ad with the photo displayed correctly.

"It was a honest mistake," said Dern, apparently one made by its ad

agency, FCB, which ironically has Chicago offices only a few blocks from

the area pictured.

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