NEW HAVEN, Conn.-Pirelli Group has launched a new corporate image campaign, which the company, a maker of tires and cable, said ``summarizes the renewed strengths and growth trend of the company on the international markets.'' Pirelli hired visionary photographer Richard Avedon to develop the artwork, entitled, ``To propel the great journey,'' which focuses on the company's automotive, power transmission and telecommunications technologies. The ad's copy claims Pirelli's ventures range ``from the lonesome road to the information superhighway.''
Pirelli's new print campaign will appear in The Wall Street Journal and Business Week and select business publications in major European markets.
Mr. Avedon previously created the ``Four Seasons'' pictures for the 1995 Pirelli Calendar and has completed his pictures for the 1997 edition of the famous calendar, which will premiere Nov. 19.