CHALLENGE

When Navistar (formerly known as International Truck and Engine Corporation) re-entered the defense contracting business to manufacture military vehicles, they were a relatively small and unknown defense operation. The company was awarded a large contract to produce 1,200 of Navistar’s version of the innovative Mine Resistant Ambush Protected (MRAP) vehicle – the MaxxPro™. This contract award presented the perfect opportunity to showcase Navistar’s defense capabilities and the new vehicle, and for company leadership to cultivate their relationships with Washington decision-makers.

STRATEGIC APPROACH

Stratacomm helped Navistar organize a high-profile, hands-on vehicle display on Capitol Hill, positioning the MaxxPro in front of the U.S. Capitol and inviting members of Congress, military leaders, media and American citizens to climb around, kick the tires and see for themselves the vehicle’s benefits. Stratacomm’s events team coordinated with Capitol Hill police and managed complicated security concerns, vehicle logistics and event details. We developed creative materials including hard copy invitations that were delivered to every House and Senate office and produced all event signage. Our media team conducted outreach to DC-area defense, military and mainstream media.

RESULTS

The MaxxPro event received significant attention – more than 20 members of Congress, countless Capitol Hill staff and nearly 30 members of the media came to see the display. Throughout the day, Senators, members of Congress and legislative staff stopped by to get a first-hand look at the MaxxPro. Network TV news crews from NBC, FOX, CBS and ABC attended as well, along with reporters with national print media, international broadcasters, key trade press and Inside-the-Beltway publications, including USA Today, Chicago Tribune, NewsHour with Jim Lehrer, Defense Daily and Roll Call.

The result was extensive media coverage – nearly five million media impressions – in high-level outlets that positively portrayed the benefits the MaxxPro brings to America’s armed forces. More importantly, the event was well-received by policymakers, and Navistar leadership built and solidified valuable relationships as the company re-established itself as a leader in the defense industry.