Blue Bird Corporation - All American Launch

BMA_Ribbon Blue Bird Corporation builds the most innovative school buses in America. And they've done so for 80 years. So when it came time to launch a new version of its most beloved, innovative products, Blue Bird needed a strategy that reminded the industry of its technological prowess and its "cut-no-corners" construction.

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Client

Blue Bird Corporation, an international leader in school bus, transit bus and motorcoach design and manufacturing.

Challenge

The National Association for Pupil Transportation (NAPT) Summit is the most important trade show in the school bus industry. In fact, it can make or break companies and their new products. Blue Bird Corporation asked JMG to help build hype for its new Type D bus and let the industry know that the company was as committed as ever to building innovative, safe school buses.

Solution

JMG chose to orchestrate a dramatic trade show reveal, a web launch and trade journal advertising that communicated Blue Bird’s new technology and renewed commitment. The theme: The next generation of Blue Bird starts now. JMG’s public relations team needed to coordinate and work closely with our advertising, interactive and strategic departments to create a powerful, consistent message that grabbed the attention of trade show attendees and the media.

Execution

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 (such as the 33% larger windshield and LED rear lighting).

Results

With first-hand evaluation, industry publications reported positively in print and online 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.