Eurofighter GmbH, the European defence consortium, has appointed
Euro RSCG to handle PR for its pounds 40 billion Eurofighter project. It
pitched against Burson-Marsteller and The Rowland Company for the
business.
Euro RSCG Group’s work covers media relations, marketing support, and
advertising in Italy, the UK, Germany and Spain - the four countries
co-operating to produce the aircraft.
The consortium is made up of Daimler Benz Aerospace, British Aerospace,
Italian group Alenia and state-owned CASA of Spain.
Euro RSCG’s agencies - including Biss Lancaster in the UK, ABC in
Germany, Agenpress in Italy, Ruiz Nicoli in Spain and ad agency Euro
RSCG Wnek Gosper will also raise the profile of Eurofighter in potential
export markets. The fighter has already attracted interest from the
United Arab Emirates and Norway.
Part of Euro RSCG’s job is to establish dedicated press offices in each
partner country. It will focus on raising awareness among potential
buyers and politicians but also among the general public in markets
interested in investing in new military technology.
But it will also have to face criticism that the plane’s computer
software and its radar are not of high enough quality.
Eurofighter managing director Brian Phillipson said: ’Euro RSCG showed a
real understanding of our business. It was important that the teams
involved were in tune with our business objectives, as well as the
political sensitivities in the different nations.’
Germany recently gave the green light to the project when it ordered 180
Eurofighters at a cost of pounds 8.5 billion. Britain is buying 232 of
the aircraft.
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