WASHINGTON, D.C. — The American Trucking Associations (ATA) today unveiled a new image campaign designed to build respect for the trucking industry by focusing on its qualities of safety, security and essentiality.

ATA developed the project in conjunction with PriceWeber, a Louisville, KY-based marketing communications agency experienced in public relations campaigns for the transportation industry.

“The trucking industry and our professional drivers have a good story to tell the American public,” said ATA president and CEO Bill Graves. “We want people to know more about how we contribute to their quality of life and about our commitment to their safety and security.”

The campaign will deliver its message in unique trucking industry style–with truck side advertising and roadside billboards.

“We don’t have five million dollars like other major campaigns but we do have five million trailers,” said Graves.

Industry research has shown that “rolling billboard” messages can generate up to ten million impressions per year. ATA will look to its member motor carriers and their shipping and manufacturing customers to provide and display bold new graphics on the sides and backs of trailers traveling the nation’s highways. The decals will feature the theme: “Good Stuff–Trucks Bring It”, which will also be utilized in other industry promotional and public relations efforts and materials.

Along with working to generate positives impressions of the industry from the general public, a campaign goal is to instill a sense of pride and professionalism among the nation’s three million truck drivers.

Companion speaker kits and media training programs for motor carrier owners and executives are also being developed. In addition, a Web site stocked with pertinent industry information will be provided for the news media and general public. The industry’s safety message and facts on its improving highway safety record will be the particular focus of these efforts.