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,
'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