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TRUCKING INDUSTRY ADVERTISING * USA - Film on the Trucking Life Also Promotes a Big Rig
... But documentary film about truck drivers is being underwritten by a division of the Navistar International Corporation to help promote a new long-haul truck...
New York,NY,USA -The New York Times, by STUART ELLIOTT -August 12, 2008: -- “Drive and Deliver”, a documentary film about truck drivers that is scheduled to make its debut next week, looks like a Hollywood movie and is directed by a Hollywood director. The marketing campaign resembles a Hollywood effort, too, with a red-carpet premiere, screenings, plans for charitable donations and a contest for student filmmakers... “Drive and Deliver” is not being bankrolled by a big studio like Warner Brothers, a smaller one like Lionsgate or even an independent filmmaker. Rather, the estimated $2 million budget is being underwritten by a division of the Navistar International Corporation to help promote a new long-haul truck, the LoneStar, to be shipped to dealers in October with a sticker price of $120,000 to $140,000... Navistar International will spend perhaps an additional $3 million to stimulate interest in the documentary, out of a total marketing budget for the LoneStar estimated at $15 million... (Photo: Steven Donaldson, of Fayetteville, Ohio, is one of three truckers featured in the film “Drive and Deliver") (See Videos 1· Drive and Deliver, a documentary about trucking sponsored by Navistar, is the latest example of "branded content." & Video 2 · ) Labels: trucking advertising
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