Freightliner Leads Funding, Development of New Trucking Image Campaign
30 July 1999
Freightliner Leads Funding, Development of New Trucking Image Campaign
PORTLAND, Ore.--July 29, 1999--To heighten public awareness of the positive impacts of the trucking industry, Freightliner Corporation in conjunction with the American Trucking Associations (ATA) is readying a national advertising and grassroots image campaign.Freightliner, the leading heavy-truck maker in North America, is taking a lead role in the initiative by contributing $1 million to the campaign, and developing the creative strategy and other program elements.
"The trucking industry is an essential, vital element of our economy," said Walter B. McCormick, Jr., ATA President and CEO. "Through this campaign, we will work to remind a wide range of audiences about the essentiality of trucking, and tell them what responsible trucking companies are doing to make the roads safer for all motorists."
The national advertising campaign will debut in general interest and business news publications such as TIME, READER'S DIGEST, USA TODAY, THE NEW YORK TIMES and others before the 1999 ATA fall convention in October. The campaign concepts incorporate messages based on opinion research conducted by the ATA earlier this year.
"As an industry, we have driven tremendous, measurable progress in highway safety through a variety of initiatives," said Freightliner Corporation President Jim Hebe, who is joining with ATA to lead fund-raising within the industry. "It's time to renew our efforts and build broader understanding of the positive contributions our industry makes to the quality of life we all enjoy."
"The trucking industry is tightly woven into the fabric of our healthy economy and daily life in our communities," Hebe added. "We want to touch everyone from school children, parents, teachers, elected leaders, police officers, business leaders and others with our story and our commitment as an industry."
To fund the image campaign, the ATA image committee is heading a multi-million dollar fundraising effort. The ATA and Freightliner are also currently developing grassroots strategies to spread the image campaign to state and local levels, and to ensure long-term results.
Studies completed by the ATA in January indicated that while people understand that trucking is essential to business and commerce, greater awareness of truck safety as well as positive images of the industry were lacking.
The American Trucking Associations, based in Alexandria, Va., represents the interests of the trucking industry at the federal and state government levels. Through educational programs and industry research, the ATA promotes highway and driver safety as well as a healthy business environment for the trucking industry.
In 1998, Freightliner Corporation earned a record 33.1 percent of the Class 8 heavy truck market and also achieved the lead of the North American Class 4-8 commercial vehicles market. Freightliner Corporation produces, distributes and markets a full range of commercial vehicles, including heavy- and medium-duty trucks, military vehicles, school buses, fire apparatus, shuttle buses, RVs and walk-in delivery vans for a variety of applications.
Freightliner Corporation, headquartered in Portland, Oregon, is a DaimlerChrysler Company, the world's largest commercial vehicle manufacturer (www.freightliner.com).
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