BACKGROUND: After several years of difficult business challenges, Blue Bird Bus Corporation was renewing its commitment to the industry by launching its new Type D bus at the NAPT Show.
CHALLENGE: The renewed commitment was strong, and the introduction of the all-new All American school bus had to dramatically communicate that commitment.
SOLUTION: JMG public relations coordinated closely with other divisions of JMG who orchestrated the trade show reveal, web launch and trade journal advertising. Press information on the bus was distributed at the time of the unveiling to those present. The information was also sent electronically to appropriate industry and consumer media outlets. Interviews were arranged with both executives and product engineers in panel-style interviews to provide a breadth of knowledge on the new bus, from its business impact to the "nuts and bolts" of all the new features and their benefits to drivers, passengers and maintenance personnel.
RESULTS: With first-hand evaluation, industry publications reported positively in print and on-line editorials. The Blue Bird website saw a significant spike in traffic during the trade show launch. Industry feedback on the new bus was overwhelmingly positive, as demonstrated by the video testimonials on the Blue Bird website and the generous number of lead generations.