California Truckers Hire PriceWeber for Expo

ATLANTA PriceWeber said it has been tapped by the California Trucking Association to develop an advertising and direct mail campaign to market the client’s 2004 International Trucking Show.

The Louisville, Ky., agency was selected without a formal review to promote the business-to-business show, scheduled to take place in September at the Anaheim Convention Center in California. Joel Anderson, executive vice president of the CTA, said that the goal of the new work would be to increase awareness about the event and drive attendance.

“We look forward to demonstrating to the trucking industry that attending this show is an investment in time that pays off in dollars,” noted Shanna Columbus, president and chief executive officer at PriceWeber.

The ITS offers three days of marketplace exposure to buyers in the most concentrated medium and heavy-duty truck market in the U.S., according to the shop. The expo and seminars are designed to help exhibitors operate their businesses more profitably, and all revenue is reported to the CTA board of directors and used to benefit the California trucking industry.

More than 2,500 companies are members of the CTA. The trade organization represents more than 150,000 employees in all areas of the commercial trucking industry, the shop said.

Work is in development, but will launch well before the ITS, which takes place Sept. 23-25. Billings were not disclosed.