Trucking group fights negative image via ads

Guilford, Dave
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p8
Trade Publication
This article reports on a decision by the American Trucking Association (ATA) to launch a print advertising campaign to refute a controversy over how trucks are portrayed in advertising, in October 1999. ATA will spend $1 million on the campaign which will run in national publications through March 2000, via Dallas, Texas-based Richards Group. The advertisements stress the safety and essentiality of trucking, with one showing trucks bringing aid to North Carolina flood victims. The group also said its members are becoming increasingly active in protesting advertisements that portray them negatively. Regina Blakely, senior vice president at ATA, said the advertising is the first for ATA since the 1960s, when it ran frequent magazine advertisements stressing the essential services trucks provide.


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