A benchmarking transformation for the vocational truck industry
Western Star, a leader in class 8 commercial vehicles, partnered with broadhead to launch its all new 49X model — a huge leap forward in terms of safety, durability, technology, and advanced features for the vocational truck market.
We worked as an extension of the client team to develop a platform that invited both current owners, as well as people who have never owned Western Star, to “Break New Ground” just as the truck itself was doing in the industry.
![Western Star Trucks 49x launch magazine ad spread](https://broadheadco.com/wp-content/uploads/2023/01/Western-Star-Trucks_magazine-spread-reveal.jpg)
![Western Star Trucks 49x launch magazine spread](https://broadheadco.com/wp-content/uploads/2023/01/Western-Star-Trucks_magazine-spread-logtruck.jpg)
![Western Star Trucks 49x launch magazine spread](https://broadheadco.com/wp-content/uploads/2023/01/Western-Star-Trucks_magazine-spread-construction.jpg)
![Western Star Trucks 49x launch magazine spread](https://broadheadco.com/wp-content/uploads/2023/01/Western-Star-Trucks_Brand-tease-magazine-spread.jpg)
With the COVID-19 pandemic hitting midway through the multi-faceted marketing program development, the launch was pushed back, making it necessary to extend the campaign and ultimately, implement a virtual launch event.
![Western Star Trucks 49x launch behind-the-scenes whiteboard concepting](https://broadheadco.com/wp-content/uploads/2023/01/Western-Star-Trucks_Behind-the-scenes-2.jpg)
![Western Star Trucks 49x launch behind-the-scenes truck photoshoot](https://broadheadco.com/wp-content/uploads/2023/01/Western-Star-Trucks_Behind-the-scenes-1.jpg)
The unique landing page, social media, and print and digital advertising went live with the reveal, the cornerstone of which was a cinematic video that worked with the other creative elements to elevate the overall brand experience — resulting in numerous truck orders placed right after the launch by customers who had yet to see the truck in real life.