Raytheon Rolls Out Missile Defense Ads

BOSTON — Parker Stephens has launched a print and outdoor campaign touting defense contractor Raytheon’s missile defense capabilities.

The ads break this month in Defense News, Aviation Week, Roll Call, Space Technology and Army Magazine. One execution depicts the Washington Monument covered in a “digital blanket” by Raytheons’ various missile defense technologies. The headline reads, simply: “Missile defense.” Copy on an outdoor ad reads “Bringing home the promise of missile defense.” Spending was not disclosed.

The Lexington, Mass.-based client’s strategy was to reinforce the message that Raytheon has all the necessary technology to lead missile defense initiatives which has become a hot-button issue on Capital Hill, particularly in the wake of 9/11, according to Don Klosterman, senior vp of the Costa Mesa, Calif. shop.