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.