In essence, it was this: our narrower trucks can travel on narrower access roads therefore you’ll save on road building costs. So we needed to get straight to the point and appeal directly to their target audience – the budget conscious decision makers.

This integrated campaign used a combination of highly targeted industry press along with rotating click-through banners on a relevant industry website. The new-look print advertisements also featured the end line ‘We’re here for the long haul’ to drive home the reliable nature of the brand.

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