Via Launches Image Push for Raytheon

BOSTON Raytheon this week is breaking its first national image campaign from Via, the Portland, Maine, agency it hired late last year.

Print tagged “Customer success is our mission” have begun rolling out in publications such as Defense News, Jane’s Defense Weekly and Aviation Week. Radio spots are running in Washington, D.C.-area markets.

The campaign marks the first time Raytheon has attempted to bring all of its businesses under one umbrella. An effort was made to focus on people, rather than hardware, in an effort to evoke a sense of collaboration between Raytheon and its customers, a Via representative said.

One execution shows a firefighter and uses the headline, “Some heroes respond to the call of duty and some anticipate it.” Copy goes on to promise that Raytheon will help its customers, “In defending, developing and delivering … solutions, Raytheon is sharing your mission. Helping you anticipate the threat. Weigh the response. And overcome the challenge.”

—David Gianatasio