The LoneStar was International Truck’s biggest product launch in 15 years. Specifically designed for the independent trucker, ensuring its success required a year long, three stage integrated launch campaign that communicated across multiple communication-channels including: digital, direct marketing, advertising, dealer marketing, experiential and event marketing amongst numerous others.
STAGE ONE: SEED AND CREATE ADVOCACY. Before International could even begin to talk about the LoneStar, they needed to reestablish a relationship with the Independent Truck Driver. To acheive this goal, International set out to become the trucker’s advocate, creating a multi-media campaign that gave them a voice in order to tell the true story of the American Trucker.
STAGE TWO: INTRODUCE THE TRUCK TO ALL. As the advocacy campaign continued, the next phase of the campaign kicked into gear. Stage Two was all about unveiling the LoneStar to multiple audiences: truckers, the media, International Dealers, with an announcement strategy that was as big and bold as the LoneStar itself.
STAGE THREE: THE LONESTAR EXPERIENCE. Nothing can compare with experiencing the LoneStar first-hand and MATS (Mid America Truck Show) was finally the opportunity where many of the target could do so. The goal now was to get them there and then make that experience as unique as the LoneStar was different.