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May 11, 2012  |   Comments (0)   |   Post a comment

Navistar launches new IC Bus campaign


LISLE, Ill. — Navistar Inc.'s IC Bus brand has unveiled a new marketing campaign for its school and commercial bus portfolio.

The category-defining campaign celebrates the people who drive, ride, maintain, build and put their children on the bus every day while highlighting IC Bus’ exemplary design, engineering and service, company officials said.

“The new marketing vision sets IC Bus apart from the competition by featuring compelling consumer and brand stories that are used within various marketing channels, including advertising, brochures, social media and the IC Bus website," said Kathy Seegebrecht, vice president of global bus marketing. “The lifestyle marketing approach is unique for the bus industry. Buses are about far more than the sheet metal they are made of; it is about the safety of transporting precious cargo, including our children.”

Company officials noted that IC Bus shares the same cutting-edge engineers, integrated manufacturing expertise, marketing and service resources, and vision for the future as its parent company, Navistar.

The new IC Bus messaging also aims to raise awareness of the importance of school and commercial buses and the purpose they serve in society.

“We know that product safety, reliability and total cost of ownership are on the forefront of our customers’ minds, and we strive to deliver a leading product and experience every step of the way,” Seegebrecht said. “So we think it’s the perfect time to focus on customers’ stories to demonstrate our commitment to them through our unified marketing approach.”

The campaign features ads in new issues of SCHOOL BUS FLEET and its sister publication, Metro Magazine.

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