Freightliner vocational trucks, and the men and women who operate them, play a vital role in stimulating economies. In fact, our intel revealed a compelling relationship between thriving cities and markets with the strongest vocational truck sales. To help Freightliner make the point, we conceived Hardest Working Cities — an ongoing recognition program that would shine the spotlight on metro areas across North America that drive economic success. In 2015 alone, we brought the campaign to Indianapolis, Dallas, Nashville, Toronto, Los Angeles, and Salt Lake City, hosting dealership events that drew local government officials and key customers and pulling off a series of surprise parties at job sites to thank workers whose efforts too often go unthanked. The gesture has built strong relationships between consumers and the Freightliner brand — a rare achievement for a product with a vocational customer base.
Hardest Working Cities connects consumers with vocational Freightliner trucks and their dealers on a personal level that's unprecedented in the world of original equipment manufacturers.
Buildings + Construction
B2B, Branding, Content Marketing, Digital + Direct
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