Freeman Creates Immersive Brand Experience for Navistar

April 24, 2012

DALLAS – April 24, 2012 – Freeman, the premier provider of integrated services for face-to-face marketing events, partnered with Navistar to build an immersive brand experience to showcase Navistar global product offerings and future technologies.

The goal of the Navistar display at the 2012 Mid America Trucking Show held in March was twofold: debut the new Loadstar truck while creating a brand experience that captured Navistar’s versatility. Freeman delivered an exhibit that included a skin-wrapped Loadstar and several screens. Using projection, the Loadstar itself became a screen showcasing the truck’s many potential applications.

“The effect of using the skinned Loadstar as a screen allowed Navistar to show the truck’s many functions in one display,” said Mike Wohlitz, Director of Corporate Solutions at Freeman. “This innovate design allowed the audience to watch the truck morph from a concrete pumper, to an airplane refueler and then to a waste management truck.”

The screens behind the truck enhanced the overall experience by providing the relevant background for the particular truck function being showcased. This overall effect facilitated a clear picture of Navistar’s flexibility in providing trucking solutions. Additionally, Freeman created a touch screen interface, “TerraStar,” that enabled audience members to choose the type of truck they wanted to see.

Alongside the Loadstar exhibit, Navistar and Freeman created additional demonstrations to complete the brand experience. The “Severe Defense” used an army tent as a projection surface showing the stories of the soldiers from the front lines including footage of Navistar military vehicles. The “Super Truck” was a sculpture Navistar created to highlight its vision for the truck of the future. Freeman also used wrapping and projection to enhance the truck’s various features.

“We’re proud of this innovative, 98,000 square feet experience and the collaboration within Freeman’s AV, Expo, Corporate Account Services and Creative groups,” said Mr. Wohlitz. “Freeman led the design strategy, brought innovative solutions to the table and built the experience, working together with Navistar and its numerous partners.”

About Freeman

Since 1927, Freeman has provided customers with comprehensive services for face-to-face marketing events including expositions, conventions, corporate events and exhibits. Headquartered in Dallas, with 70 offices in North America, Freeman produces more than 15,000 events annually, including 54% of the 250 largest U.S. trade shows. Freeman has the ability to assist customers in all aspects of the trade show process, from set-up to take-down and everything in between. An employee-owned company, Freeman places an emphasis on respect for people, providing unparalleled customer service. Freeman has received numerous awards for excellence in the trade show industry. For more information, visit

ABOUT NAVISTAR Navistar International Corporation (NYSE: NAV) is a holding company whose subsidiaries and affiliates produce International® brand commercial and military trucks, MaxxForce® brand diesel engines, IC Bus™ brand school and commercial buses, Monaco® RV brands of recreational vehicles, and Workhorse® brand chassis for motor homes and step vans. The company also provides truck and diesel engine service parts. Another affiliate offers financing services. Additional information is available at

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