Swift Transportation has announced a new strategic marketing campaign called Swift’s Driving Force that's aimed at reaching new drivers by highlighting the company’s culture, size, and emphasis on people.

Partnering with digital marketing agency iCrossing for creative and digital strategy and execution, Swift’s Driving Force campaign targets men and women looking to join Swift’s driving workforce. It will also celebrate the role that the company’s drivers play in the lives of Americans every day.

“Through conversations with our drivers and others in the industry, we were able to work alongside iCrossing to develop a campaign that truly reaches key driver personas and relays how Swift creates opportunities for thousands of drivers and their families across the country,” said Tom Hall, digital media strategist, Swift Transportation. “We hope this campaign communicates Swift’s commitment to drivers and reaches those that may never have considered trucking, educating them on a career opportunity that is critical to America’s economy.”

By targeting younger potential drivers, Swift plans to increase its driver base and communicate the longevity of its employees to a group of individuals building a career. To reach drivers, Swift will use social media, display ads, paid search, digital radio and industry-specific channels.

The inspiration behind Swift’s campaign was drivers, their families, and the role that the company plays in communities across the country. The campaign encourages new and potential drivers to become a part of a culture of growth, opportunity and family-centered work with Swift.

“We live in a digital age, where people of all ages, backgrounds, and walks of life are living their lives through online channels and connected devices. Truck drivers are no different,” said Lori B. Wilson, executive creative director, iCrossing. “After doing in-depth research into 'what drives drivers,' we are working with Swift to engage, educate and connect individuals across the country to the brand. We believe the integrated Swift’s Driving Force platform will move the needle in inspiring and attracting a new generation of drivers.”