Boeing

The Boeing Company today launched a new global advertising campaign "Horizons," created by Foote, Cone & Belding Chicago.

"Horizons" is the next step in Boeing's long-range advertising strategy designed to convey the broad scope of the company. "We are closing the gap between the public's perception of Boeing and the true breadth of our business as a global aerospace company," said Anne C. Toulouse, vice president of brand management and advertising for Boeing. "This campaign captures the spirit of Boeing, celebrating the power of human imagination and technological achievements," continued Toulouse.

A key objective of the campaign strategy is to build upon elements of the brand. "The Boeing brand is one of our most valuable intangible assets. Our investments in the brand help strengthen the company's long-term business position," she said. The Boeing brand music and the themeline 'Forever New Frontiers' are retained in the Horizon campaign. The themeline captures the essence of Boeing's heritage and future.

This is the first commercial produced for Boeing by FCB Chicago, selected as its global agency of record in November of last year. "Someone told me that if you get a great strategy -- one that truly captures the very soul of the brand -- you should be able to start writing ads right then and there," said Jonathan Harries, FCB worldwide creative director. "The concept of 'Forever New Frontiers' is one of those rare strategies, and I sincerely believe the work reflects that," he said.

Sixty and 30-second U.S. television buys include CNN, CNN Headline News, MSNBC, CNBC, Bloomberg and Fox News. Versions of the television spots will air throughout Asia and Europe beginning in February.

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