Truckers Deliver the Goods and Get the Word Out

By Al Muskewitz

Big rig trucks are known for delivering the essential goods and products that keep America moving, but their immense size also make them ideal to serve as rolling billboards.

The side and back panels of many trailers show the products being carried within; who hasn’t seen those bigger-than-life pictures of holiday feasts on the sides of grocery haulers out on the highway? They show support for service members and first responders, bring awareness to the plight of missing and exploited children and even advertise for new drivers.

Now, leaders in one Kentucky community are taking advantage of trucks’ size and reach to promote their very livable city.

Last week, the Bowling Green Area Convention & Visitors Bureau and Bowling Green Area Chamber of Commerce partnered with 25 trucking companies in their area to promote the city’s position as one of the Best Places to Live in the country as ranked by several national media outlets.

To get the word out, the CVB and Chamber invested more than $11,000 to outfit some 800 trucks with a sign on their rear doors proclaiming “Bowling Green, Kentucky – Voted Best Place to Live by Time Magazine.”

“I’ve been working on this for a couple of years,” former Bowling Green mayor Johnny Webb told the Bowling Green Daily News. “These trucks are traveling all over the United States, so I started thinking, ‘Why not put something on those trucks to promote Bowling Green?’”

The city is located on Interstate 65 between Louisville, Ky., and Nashville, one of the busiest trucking lanes in the country. The signs remind people of the prime location and strong infrastructure assets that make Bowling Green an excellent location for trucking and distribution companies, the Chamber said.

TAZ Trucking, headquartered in Bowling Green, was the first company to display the signs. The signs are expected to last several years and more may be purchased as needed.

“It’s going to be fun when you’re in another part of the country and you see one of these signs,” Chamber board chairman Eric Walker told the Daily News.

Al Muskewitz is the Editor of Wright Media. He can be reached at musky@wrightmediacorp.com

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