Portland, Maine--Raytheon Co. Tuesday announced the launch of a global advertising campaign featuring the new tagline, "Customer Success Is Our Mission." The branding campaign, which was created by The VIA Group, is a departure from previous Raytheon ad campaigns. It focuses on themes of innovation, service and customer achievement rather than on Raytheon's hardware. Full-page, four-color print advertisements are running in National Journal, Defense News and Jane's Defense Weekly and will be followed by insertions in Aviation Week & Space Technology and several other publications targeting buyers of advanced defense and aerospace systems. Radio spots will run on WTOP-AM and WAMU-FM radio stations in Washington, D.C.