European aircraft consortium Airbus is launching a global branding campaign with a series of TV, press and outdoor ads coordinated by Havas Advertising's Euro RSCG Corporate, Paris.
The $6 million campaign is the first in a saga aimed at increasing Airbus' role as the principal competitor to U.S.-based Boeing for supremacy in the world's skies. The centerpiece of the global campaign, set to launch on June 18, the 60-second English-language TV spot introduces the new Airbus marketing concept: "Travel in Peace."
The spot -- slated for initial broadcast in June and July on international cable TV stations popular with business travellers including BBC World, CNN, CNBC and Star World -- juxtaposes the chaotic pace and wide scope of daily activities in a large metropolitan city with the relative calm aboard an Airbus aircraft.
The "Travel in Peace" concept will jump to press and outdoor media in September as part of a follow-up campaign for the Airbus A340 aircraft.
The print ads, created by Euro RSCG Wnek Gosper, London, under the direction of Euro RSCG Corporate, will run parallel to a French broadcast of the TV spot. Euro RSCG has brought out its big guns for the new Airbus work. Euro RSCG Corporate CEO Stephane Fouks is serving as account manager, while Havas' creative guru, Jacques Seguela, is personally supervising international creative work.