Navistar Inc.’s IC Bus brand launched a new school and commercial bus marketing campaign that “celebrates the people who drive, ride, maintain, build, and put their children on the bus every day while highlighting IC Bus’ superior design, engineering and service.”
The new marketing campaign features compelling consumer and brand stories used within various marketing channels including advertising, brochures, social media and the IC Bus website, said Kathy Seegebrecht, vice president of Global Bus Marketing at Navistar.
“The lifestyle marketing approach is unique for the bus industry,” she said. “Buses are about far more than the sheet metal they are made of; it is about the safety of transporting precious cargo.”
Officials at IC Bus, a founding member of the American School Bus Council and the nation’s leader in school bus marketshare, said the new messaging will raise awareness of the importance of school as well as commercial buses in today’s society. Both divisions of IC Bus share the same Navistar engineering, manufacturing, marketing and service teams.
“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,” added Seegebrecht. “So we think it’s the perfect time to focus on customers’ stories to demonstrate our commitment to them through our unified marketing approach.”
