The campaign is called "Shared vision" and will run in print and on radio. It was created by the VIA Group, a full-service marketing and communications firm with offices in Portland, Boston, New York and Columbus, Ohio.
It highlights Raytheon's work in missile defence; intelligence, surveillance and reconnaissance; precision engagement; and homeland security, as America prepares for a possible war against Iraq. The tagline for the campaign is "customer success is our mission".
The ads will appear in the National Journal, Defense News and Jane's Defence Weekly, followed by insertions in Aviation Week and Space Technology and other trade publications for buyers and influencers of defence and aerospace systems. Radio commercials will also air on stations in Washington, DC, home of the US military.
Last month, the UK Ministry of Defence selected Raytheon and its partner Lockheed as the supplier for its new anti-tank guided weapon, codenamed Javelin, in a deal valued at around 拢300m.
The company is listed on the New York Stock Exchange and had sales of $16.8bn last year.
Lucy Flynn, director of public relations and brand management for Raytheon, said: "This is the first time we have attempted to bring all of our businesses together under a unified brand umbrella.
"This new corporate campaign complements and leverages our ongoing product and mission advertising to articulate a strong brand perspective that connects with our customers in a personal and memorable way."
It was revealed yesterday that HP had withdrawn a television ad featuring astronauts, in the wake of the Columbia space shuttle disaster, which killed seven astronauts over the weekend.
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