International Debuts High-Profile Ad Campaign
November 3, 1998
Nov. 4 – Navistar International is running its first national advertising campaign in a dozen years.
On Oct. 26, the company debuted the new campaign with full-page ads in national editions of The Wall Street Journal and USA Today and with a commercial on “ABC’s Monday Night Football.”
The ad campaign also features four-page inserts in national editions of Business Week and Fortune and print ads in national truck trade journals.
The campaign, created by Ogilvy & Mather-Chicago, uses the theme line, “Delivering. Beyond the Expected.” It features the International Eagle 9900, the classic, owner-operator-style flagship truck that goes into production this month.