IC Bus launches lifestyle marketing campaign

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Navistar Inc. announced that the IC Bus brand launched a new marketing campaign for its school and commercial bus portfolio. The category-defining campaign recognizes the people who drive, ride, maintain, build and put their children on the bus every day while highlighting IC Bus’ design, engineering and service.

“The new marketing vision sets IC Bus apart from the competition by featuring compelling consumer and brand stories that are used within various marketing channels, including advertising, brochures, social media and the IC Bus Website,“ says Kathy Seegebrecht, vice president of global bus marketing.

The lifestyle marketing approach is unique for the bus industry, Seegebrecht says. “Buses are about far more than the sheet metal they are made of – it is about the safety of transporting precious cargo, including our children,” she says. “We know that product safety, reliability and total cost of ownership are on the forefront of our customers’ minds, and we strive to deliver a leading product and experience every step of the way. So we think it’s the perfect time to focus on customers’ stories to demonstrate our commitment to them through our unified marketing approach.”