How do you tap into

the passion of a highly

independent trucker

audience, loyal to your

competition?

Give them the ideal truck.

(One that lets them be unique,

ride comfortably and make money.)

Find an

innovative way to

engage them

Become their ally

– their VOICE –in bringing pride to

a profession that’s

lost its esteem

You tell

– their STORIES–of the true

American Trucker

Production

Over 700

Auditions

21 Days On The Road

…Covering 17 States

…5,255 Miles

20-Person Crew

10 Weeks of Editing

Rights for 27 Songs

25,000 DVDs

…Programmed With Bonus Features

EngagingTruckers

Generate buzz around a

“tread carpet” premiere event

With E-mail…

Direct

Mail…

Online Advertising

Direct Mail…Blogger Relations

And Blogger Relations…

…Driving Online for Registration

Filling The Angelika Theater in

Dallas on August 22

Media and truckers eagerly filed into the premiere.

Anxious truckers await

the screening

Over 300 Media and Truckers

Filled The Auditorium

The stars mingled and signed

autographs at the post party

…accompanied by live music

Film Merchandise…

…available in permanent form

Nearly 5,000 DVD Sales Through Truck Stop

Conglomerate

Flying J…

…Via POS and DR print

Charity Promotion$3 Donation with

DVD Purchase

Yielded $15,000

donation to ATA

Holiday mailing to

top 2,500

prospects

“Host A Viewing”

Kit To Dealers

The Results

28,929 website

visitors

10,744 handraisersvia website

Full house at film premiere

Coverage in every major

trade publication

Nearly 5,000 DVDs sold in Flying J

Attention from the Marketing Community

FINALIST

“I’ve got three letters for you this morning, ladies and Gs: W.O.W. That’s my reaction after seeing Navistar’s film Drive and Deliver…The packed movie theatre that night rendered a pretty dramatic verdict, as well. They gave the movie a three-minute standing ovation.”

- Sean Kilcarr, Fleet Owner Magazine

“This [film] is a story about a glamorous truck and an unglamorous lifestyle. It shows truckers as they really are: hard working, decent and human…It could go far to bolster the public image of truckers in the eye of the public.”

- Blogger Linda Sunkle-Pierucki