Arcadia, Calif, January 22, 2001—Donaldson Technology and Business Development, a division of the billion-dollar Donaldson Company, Inc., has employed the marketing expertise of Magnus to launch the company's new HEPA PLUS™ air filtration product.

The HEPA PLUS is highly beneficial filtration system, engineered specifically for the aviation industry. The filters combine the qualities of high efficiency HEPA filtration, with the antimicrobial activity of the MICROBAN® technology, which is effective against a wide range of bacteria, fungi and yeast. Magnus will leverage its tremendous knowledge of the aviation and aerospace industries to help raise awareness of HEPA PLUS among industry decision-makers worldwide.

Beginning February 2001, Magnus will initiate a deep and wide publicity push, targeting such leading trade publications as Aviation Week & Space Technology, Air Safety Week and Flight International. The Magnus team will also execute a six-part direct mail campaign, as well as promote Donaldson at the SpeedNews Conference in March, MRO in April and the Paris Air Show in June.

"We were impressed by Magnus' in-depth understanding of the aviation industry, as well as a client roster that included Goodrich, ILFC and Pegasus Aviation," said Igor Princ, worldwide market manager for Donaldson Technology and Business Development. "We have every confidence in their capabilities to create widespread global awareness of the HEPA PLUS."

Donaldson Company, Inc., headquartered in Minneapolis, MN., is a leading worldwide provider of filtration systems and replacement parts. Founded in 1915, Donaldson is a technology-driven company committed to satisfying customer needs for filtration solutions through innovative research and development. Donaldson serves customers in the industrial and engine markets including dust collection, power generation, specialty filtration, off-road equipment, trucks, and automotive. More than 8,400 employees contribute to the company's success at roughly 40 manufacturing locations around the world.

Magnus & Co. is a full-service marketing, public relations and advertising firm representing market leaders and emerging growth companies in such diverse industries as high-tech, healthcare, consumer products, financial services, Internet, aviation, manufacturing, packaging and telecommunications. Founded in 1991, the agency delivers results on a regional, national and international scale with a depth and breadth of expertise that rivals larger firms.