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Navistar International Corp. attempts to establish itself as the leader among heavy truck manufacturers with an estimated $6 million corporate branding campaign breaking today.
The advertising, created by Ogilvy & Mather here, includes full page ads in The Wall Street Journal and USA Today, four-page ads in Business Week and Fortune magazine and a 30-second TV spot planned to break today on ABC’s Monday Night Football.
The campaign spotlights the brand’s International Eagle model 9900 truck, depicting its International brand as a “workhorse that’s always in motion,” according to a company representative.
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