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BtoB's Best - Trade Show: Navistar Inc.

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Navistar Inc. Agency: Fathom Communications, Chicago Campaign: Navistar Global Summit and Exposition Launch date: March 2012 Creative credits: Creative director: Mark Wiegard; writer: Bob Raczka; group account director: Bill Tourlas; account director: Jeff Summers; account executive: Amanda Krause Why we liked it: In the world of trucks, bigger is always better. When launching a corporate brand campaign at the Mid-America Trucking Show, Navistar went big—huge, in fact. The company's show presence accounted for almost 80,000 square feet and featured 60 vehicles from all over the world, including newly launched models as well as “heritage” trucks. Navistar also offered attendees 10 fully immersive “experiences” to showcase different aspects of the global business, giving visitors an opportunity to interact with the company and learn more about it. The all-consuming presence positioned the company and its various brands as a force to be reckoned with, whether out on the open road or on the trade show floor.

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