Drive and Deliver - a 45-minute documentary about how three long-haul truckers ride across
America - is scheduled to premiere tonight at the Great American Trucking Show in
Dallas.
The
Columbus Dispatch has already printed praises about its production value, saying the documentary looks like a Hollywood movie and is directed by a
Hollywood director. This includes not only the show, but also the premiere, which is set to have everything from the red carpet to the stars walking in it.
But, unlike a
Hollywood film, this show is not bankrolled by a studio. Its actually a promotional project of the
Navistar International Corp.
The leading manufacturer of heavy trucks and mid-size diesel engines shelled out over $2 million to put the show in production.
It is part of the marketing campaign to promote a new truck model the
LoneStar.
The LoneStar, which will begin sales this October, is getting early exposure from the show. In the show, the three truckers will be driving the $140,000 truck.
Apart from the Production costs, Navistar is expected to add around $3 million to promote the documentary.
The company has invested over $15 million to LoneStars marketing campaign.
Branded Entertainment