Rolls-Royce's first-ever poster campaign targets travelers

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LONDON--Rolls Royce, the airplane engine manufacturer,is using posters for the first time to raise the internationalprofile of its core business -- gas turbines.

Aimed at international business travelers, the 48 and 96 sheetposters campaign will appear at major airports in the U.K., theU.S. and France.

"It is important for our international audience to understandthat we are a highly successful engineering company, makingengines for the world's leading airlines as well as the defense and energy markets," said Richard Turner, group marketingdirector at Rolls-Royce.

The poster campaign was created by Stanford Burgess Associates.

One poster emphasizes the strength and power of the new Rolls-Royce Trent airplane engine, which is used by Airbus and Boeingaircraft. The poster reads, "Lifts 300 tons, travels at 500 mph.Now that's what you call an engine."

A second poster reinforces the reliability of the Rolls-Royceengine, which is clearly seen through the window of an aircraft,evoking the ``feel good'' factor associated with a first-classproduct. The poster reads, "The best reason in the world forchoosing a window seat."

The campaign will complement Rolls-Royce corporate advertising,which includes business press and TV advertising in Asia.

Copyright July 1999, Crain Communications Inc.

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