The 2018 model year marks the 100th year Chevrolet has been producing pickup trucks. Since 1918, the company produced over 85 million trucks; a figure that certainly seems worth celebrating. Celebrating is exactly what Chevy is doing with a new campaign called ‘Truck Legends.’
Launched in September 2016 at the Texas State Fair, this campaign celebrates Chevy truck buyers just as much as it does the brand. As a token of Chevrolet’s appreciation, the brand is reaching out to owners who have had multiple Chevy trucks or have had one with in excess of 100,000 miles and offering them up some opportunities. Those opportunities include things like behind-the-scenes tours at Texas Motor Speedway and concert and baseball tickets, according to Automotive News.
When Chevy originally rolled out the initiative last year, it was limited to Texas owners. During this year’s Texas State Fair the company decided to take it national. The announcement was made during the reveal of Chevy’s Centennial Edition trucks, new for the 2018 model year.
Of course, the ‘Truck Legends’ campaign is not just limited to grassroots efforts. Chevy is rolling out new TV spots that showcase snippets of truck commercials over the years as a means of displaying the consistent image Chevy Trucks have had since day one. Additionally, the company is rolling out a new series of ads about trucks following its “Real People. Not Actors” brand-level advertising strategy.