NEWS: Airbus advertising to take on Boeing
By DAVID TEATHER, campaignlive.co.uk, Friday, 06 September 1996 12:00AM
Airbus Industrie, the European aircraft consortium, is running its first consumer advertising campaign in an effort to reduce some of the distance between itself and its US rival, Boeing.
Airbus Industrie, the European aircraft consortium, is running its first
consumer advertising campaign in an effort to reduce some of the
distance between itself and its US rival, Boeing.
The pounds 10 million-plus global campaign through Euro RSCG Wnek Gosper
has been launched to increase the credibility of the Airbus brand among
large-scale buyers of aircraft, such as British Airways, which currently
have exclusive deals with Boeing.
‘At the moment, buying Boeing is like buying IBM - nobody ever got fired
for doing it,’ Paul Uhart, Euro RSCG’s account director, said. ‘But we
want to make it clear that Airbus is no longer just the young challenger
and is now equal to Boeing.
‘We don’t want aircraft buyers to have to explain why they bought
Airbus,’ Uhart added.
Five television executions have been made, each showing a different
passenger benefit of the Airbus. The 30-second set-pieces focus on
advantages, such as quieter cabins and the fact that business passengers
on long-haul jets only ever sit two abreast.
The television and press ads, which make covert references to Boeing,
will appear in more than 100 countries. Media is being handled by
The campaign has been launched to coincide with this week’s Farnborough
Airshow, where much of the deal-making in the multi-billion pound civil
and military aircraft industry is done.
The advertising campaign to improve Airbus’s profile comes ahead of the
launch of the manufacturer’s new generation of ‘super jumbos’, which
will be capable of carrying almost 1,000 passengers. The stakes are
extremely high, with Boeing and other smaller rivals all racing to
produce 500-plus seater aircraft as well.
The ads, shot in Los Angeles, were art directed by Mark Riley and
copywritten by Tim Garth. They were directed by Mark Storey through
This article was first published on campaignlive.co.uk
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