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Truckline Communications Campaign

Truckline – Australia’s leading distributor of aftermarket truck and trailer parts – engaged Seftons to run a communications campaign designed to both build a consistent and credible national editorial presence and increase visibility and brand awareness for Truckline over three years. Seftons developed a yearly implementation plan to ensure a consistent inclusion in industry media and in local media outlets in Truckline’s 22 branch locations Australia-wide. The resulting media campaigns successfully leveraged existing marketing activities and Seftons supported this strategy by working with Truckline staff to both identify and create further company news activities. This approach ensured Truckline enjoyed consistently high media share-of-voice and became a go-to for select industry journalists looking for quality content. Seftons also supported the Marketing Manager and General Manager with internal communications; direct-to-customer mail-outs covering sensitive topics such as price rises and branch closures; and key communication activities following a successful corporate takeover of the company. Truckline also called upon Seftons for digital media support, including the implementation of a brand awareness Facebook campaign using humour and entertainment that generate unprecedented reach over a four-month period.

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