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New BAE Systems’ Advertising Campaign Takes To The Air


London, United Kingdom - BAE Systems, the global defence and aerospace company has teamed up with RKCR/Young & Rubican to launch a major new advertising campaign as part of its drive to demonstrate the scope of the company’s work in the United Kingdom.

The campaign, which breaks this week, is aimed at the political and customer community, investors, suppliers, industrial partners and the company’s own employees. Advertisements will be rolled out through a selection of national and regional newspapers, political, business and current affairs titles.

In addition, giant mobile poster sites will tour regions in which BAE Systems has a significant industrial presence. A number of taxis in both London and Farnborough will feature BAE Systems’ advertising wraps. An integrated internal communications will run in parallel, with central campaign themes reflected through editorial features in mainstream media.

“ It is more than five years since we last ran a major advertising campaign in the UK and we felt the time was right to remind our key stakeholders of the central role we play in the UK industrial sector,” comments Sara Hirsch, director of brand and communications strategy at BAE Systems.

“We are proud of being British and of using British suppliers. As a major contributor to the UK’s national economy, one of the biggest financial contributors to the country’s supply chain and a company that trains more skilled engineers in the UK than any other, we have a great story to tell.”

Developed by RKCR/Young & Rubican and Media Planning Group, both retained by BAE Systems for the past three years, the new advertising campaign is based on the theme ‘Real Pride, Real Advantage.’ It underlines the defence and aerospace company’s commitment to the UK, featuring three key themes – innovation, training and contribution to the national economy through the supply chain. All are central to BAE Systems’ business strategy and culture.

The campaign launch follows stakeholder research undertaken by Opinion Leader Research to gauge perceptions among key audience groups.

Headquartered in London, BAE Systems has developed into a global business based around six home markets – Australia, Saudi Arabia, South Africa, Sweden, the UK and US. The company has a proud tradition of firsts which have helped keep British engineering at the forefront of world class innovation.


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