Airbus launches a dollars 2m PR campaign

WASHINGTON: Airbus Industrie, the European aircraft manufacturer,

is launching a one-year, dollars 2 million campaign to raise awareness

of the company.

David Zenz, VP of communications for Airbus Industrie North America,

said the primarily PR campaign, with some advertising, was aimed at

decision - and opinion - makers, such as airline management, congress,

and suppliers.

'This is direct communications to the people on the hill and in

government,' he said. Zenz added the program was a continuation of work

that the company had begun on a smaller scale: 'We're just stepping up

to the next level,' he explained.

Airbus hopes to clear up some misperceptions, including explaining

governments loans, which Americans see as subsidies. The company also

wants to emphasize 'the high level of American content' in the aircraft

and to illustrate to the government 'that Airbus is a good corporate

citizen,' Zenz said.

Airbus is co-marketing with National Geographic and ads will appears in

the magazine's Gold List, those with household incomes above dollars


According to The Wall Street Journal, Airbus will donate dollars 250,000

to the National Geographic Society's educational efforts.

Paris-based Ogilvy Canaveral is handling the PR with the help of the

Ogilvy office in Washington. The company intends to roll out the

campaign globally.

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