U.S. Air Force rethinks identity

Chura, Hillary; Snyder, Beth
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p8
Trade Publication
This article reports on the plan of the U.S. Air Force to devise its identity through advertising campaigns in the U.S. in 1999. The U.S. Air Force is looking for a new identity to take into the 21st century. Siegel & Gale is charged with finding an image, logo and tagline for the agency. The new direction which could incorporate the agency's reach into space, high technology and electronics should be decided by the end of 1999, according to Colonel Terry Tyrrell, chief of strategic communications at the public affairs division of the Air Force. Moreover, the agency spent $12 million on marketing in fiscal year 1998. Advertisements will be created by Bozell Kamstra, which is in the fourth year of a five-year contract.


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