RBW LAUNCHES NEW “PROMISES” MARKETING CAMPAIGN FOR OLD DOMINION FREIGHT LINE ON EVE OF COMPANY’S 75TH ANNIVERSARY
RALEIGH, N.C. – November 25, 2008 – Old Dominion Freight Line, Inc. (OD) is kicking off its 75th anniversary celebration with a new marketing campaign and a 75th Anniversary Tour, a 27-city road tour featuring a customized truck with interactive displays outlining the company’s history. Old Dominion’s new Promises campaign, crafted by Raleigh, N.C.-based integrated marketing communications agency RBW using its Inner/Outer Circle™ branding process, emphasizes the company’s commitment to its customers. The new tagline, “Helping the World Keep Promises™,” was validated by both external data and an internal survey where thousands of employees agreed that Old Dominion delivers excellent, dependable service and delivers on its commitments. “Old Dominion was founded on a resolute commitment to provide its customers with superior, reliable service,” said RBW President and CEO Grant O’Neal. “The Promises campaign reinforces that commitment which, in turn, helps OD customers fulfill their obligations around the world.” The print campaign debuted last week in national publications such as FORTUNE and USA TODAY and will also run in key trade publications and geographically relevant business publications. All marketing components feature the new tagline, “Helping the World Keep Promises.” Prior to the campaign launch, RBW developed an internal program using its InlignSM process to educate all 12,000 Old Dominion employees about the new brand positioning through mailers, internal meetings, printed material and an illustrative DVD about the new OD brand. “The Promises campaign emphasizes our focus on the human, emotional, relationship-driven aspect of the business,” said Executive Chairman of the Board Earl Congdon. “At Old Dominion, we believe the world runs on promises, and no transportation company is better suited or skilled to keep those promises than we are.” Old Dominion will be on the road for its 75th anniversary to present a nationwide road tour of its past, present and future. A robust web site to track the truck was built to show where the tour has been and where it is going with video blogs and details about the rig. Moreover, every aspect of this event is being measured to monitor success. The tour, which began at Old Dominion’s Miami Service Center November 16, includes a customized rolling museum with a complete history of Old Dominion through the years. The first year of the tour will be completed August 19, 2009, which is the official 75th year anniversary date, at the company’s headquarters. The 75th Anniversary Tour Rig is powered by a 2009 Freightliner® DD-15™ Cascadia designed for greater fuel efficiency and cleaner emissions. About Old Dominion |
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