Freightliner Takes Journalists on a Whirlwind Road Trip
DaimlerChrysler executive management brought members of the European press corps to Portland, OR, to demonstrate and celebrate the fruits of a 25-year partnership with Freightliner. The primary objective was to create an impressive, buzzworthy event that exemplified the ultimate U.S. truck industry experience.
Journalists entered a working Freightliner warehouse that had been transformed into an auditorium-like setting. Three trucks, a school bus and various engine parts were on display, allowing the press to get up close and personal with the Freightliner family of vehicles. At the front of the space was a massive stage and screen featuring a logo custom-designed for the 25th anniversary. Freightliner employees with 25 or more years’ experience at the company shared the stage with Dr. Dieter Zetsche, DaimlerChrysler’s chairman, and other senior management.
Following the press conference, a select group of top-tier European journalists—none of whom had been inside an American truck until that day—were treated to a ride and drive, a whirlwind tour of the Pacific Northwest in an authentic American convoy of brand-new, top-of-the-line Freightliner trucks. Starting in Portland, the convoy traveled down the Columbia River Gorge, the Hood River Highway and up to the peak of Mt. Hood, giving the journalists a chance to ride in several different trucks along the route. Trucks stopped for photo ops with the summit of Mt. Hood in the background, and participants were treated to a dinner reception with Freightliner and DaimlerChrysler executives before the guests rode back to Portland that evening.
Numerous hits in regional papers and international press followed, plus dozens of online articles and coverage in international trades.