Will ATA's 'Good Stuff' have the right stuff?

Using the nation's trailers as rolling billboards, "Good StuffÑTrucks Bring It" is the catch phrase of a public image campaign launched February 9 by

from staff and wire reports

Feb. 9, 2004

2 min read

Using the nation's trailers as rolling billboards, "Good StuffÑTrucks Bring It" is the catch phrase of a public image campaign launched February 9 by the American Trucking Associations (ATA).

The campaign will rely on product placement for brand items on the sides of trucks along with the "Good Stuff" phrase. "We want people to look at the truck and think, 'What's in that truck for me?,'" said Joe Gilson, account director at marketing communications agency PriceWeber, which developed the project with ATA.

The program will cost ATA $300,000 the first year and $200,000 the second year. Companies that want to put their goods on truck sides would pay $10,000 for two years; there is no cost to carriers, according to Gilson. However, carriers can purchase a reflective "Good Stuff" logo for the trailer back door at about $60.

No advertisers have signed on yet, but the billboard trucks will be shown "paid or not" at the Mid-America Trucking Show, set for March 25Ð27, 2004, in Louisville KY, according to Gilson.

Each rolling billboard can generate up to 10 million impressions annually, according to Bill Graves, president and chief executive officer of ATA. "We don't have five million dollars like other major campaigns, but we do have five million trailers," he said.