CHARLOTTE, N.C. — Acknowledging the vital role that vocational trucks, and the men and women who operate them, play in stimulating economies across the United States and Canada is the idea behind the recently launched Freightliner Trucks Hardest Working Cities recognition program created by Eric Mower + Associates. The campaign was announced at the NTEA Work Truck Show with plans to rollout six Freightliner Trucks Hardest Working Cities in 2015.
“Freightliner Trucks Hardest Working Cities gives us a platform to honor cities leading the way in the economic recovery. These are cities that are implementing innovative city programs, making smart investments in infrastructure and expanding job creation,” said Mary Aufdemberg, director of product marketing, Freightliner Trucks. “We worked with EMA to develop a methodology for selecting cities and establishing a framework for the program. The activation element is unique because it allows us to celebrate this recognition with customers and dealers as each city is revealed.”
Indianapolis and Salt Lake City are the first two cities to receive the award. Indianapolis was selected due to their high contribution to the U.S. Gross Domestic Product and a heavy concentration of manufacturing. Salt Lake City received the award because they have one of the most improved unemployment rates in the country and are also among the highest in number of people employed per household.
As part of the recognition, Freightliner Trucks hosts an award celebration in each city for customers, local government and economic development officials, truck equipment manufacturers and dealers. The heavy duty award is fashioned out of concrete and rebar, reflecting the essence of what it takes to become a Freightliner Trucks Hardest Working Cities recipient.
Additionally, surprise jobsite visits are coordinated in each city to thank workers who have contributed to the achievement. Hundreds of workers at organizations ranging from the Indianapolis Department of Public Works maintenance garage to the 1300 South viaduct project in downtown Salt Lake City have been treated to coffee, donuts and free gift items such as safety vests, t-shirts, hats and coffee mugs all stamped with the Freightliner Trucks Hardest Working Cities logo.
“This recognition program not only helps Freightliner connect with its customers in a meaningful way, it illustrates their leadership in the vocational truck segment,” said Rick Lyke, senior partner, Public Relations + Public Affairs, EMA. “So much of the economic growth taking place in our country involves work trucks, many of which are Freightliners, and this program allows our client to tell that story.”
Aside from creating the ranking methodology for selecting the hardest working cities and managing the activation events, EMA’s integrated program includes trade and local market advertising, publicity, social media, event collateral production, website development and internal activation for employees and dealers.
For more information about Freightliner Trucks Hardest Working Cities and to find out which cities will be celebrated next, visit HardestWorkingCities.com.