New Trucking Industry Image Campaign to Build Respect Project Promotes Safety, Security, Essentiality

WASHINGTON--Feb. 6, 2004--The American Trucking Associations (ATA) today unveiled a new image campaign designed to build respect for the trucking industry by focusing on its qualities of safety, security and essentiality.

ATA developed the project in conjunction with PriceWeber, a Louisville, KY-based marketing communications agency experienced in public relations campaigns for the transportation industry.

"The trucking industry and our professional drivers have a good story to tell the American public," said ATA President and CEO Bill Graves. "We want people to know more about how we contribute to their quality of life and about our commitment to their safety and security."

The campaign will deliver its message in unique trucking industry style--with truck side advertising and roadside billboards. "We don't have five million dollars like other major campaigns but we do have five million trailers," said ATA's Graves. Industry research has shown that "rolling billboard" messages can generate up to ten million impressions per year.

ATA will look to its member motor carriers and their shipping and manufacturing customers to provide and display bold new graphics on the sides and backs of trailers traveling the nation's highways. The decals will feature the theme: "Good Stuff--Trucks Bring It", which will also be utilized in other industry promotional and public relations efforts and materials.

Along with working to generate positives impressions of the industry from the general public, a campaign goal is to instill a sense of pride and professionalism among the nation's three million truck drivers.

Companion speaker kits and media training programs for motor carrier owners and executives are also being developed. In addition, a Web site stocked with pertinent industry information will be provided for the news media and general public. The industry's safety message and facts on its improving highway safety record will be the particular focus of these efforts.

ATA's fifty affiliated state trucking association will have a major role in the new campaign, especially in expanding it into their individual states and to state association member motor carriers.

The American Trucking Associations is the largest national trade association and safety advocacy for the trucking industry. Through a federation of other trucking groups, industry-related conferences and its 50 affiliated state trucking associations, ATA represents more than 37,000 members covering every type of motor carrier in the United States.

PriceWeber is a nationally recognized strategic branding, sales promotion, public relations and e-business agency providing communications solutions to Fortune 500 clients. PriceWeber is located in Louisville and online at www.priceweber.com.

(Graphics available at Truckline.com)

Note to Editors: This release is to be embargoed from use until Monday, February 9th, 2004.