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15 photo of the month husky savers card gift certificate to the gift Shoppe my dad drives this cool truck macho macho stuff special ticket to International booth sticker book/coloring book bike helmets wife/kid perqs birthday gift/gift ideas tour the factory monopoly, International truck edition web calendar, keep service, get access to service records calendar, stick oil change cd of country music photo gallery contest to be featured in the commercial commercial on ESPN showing how cool he is screensavers games jacket PRINT COLLATERAL After being intrigued by a spy photo 90 days ago in Trucker Magazine, Bob sees an ad for the new online LoneStar customizer in Heavy Duty Trucking magazine. He decides to go to the web site. INTERACTIVE (WEB) Bob goes to the LoneStar site and clicks into the DoubleSix customizer. While he can do some moderate customizing, he completes a required profile giving him access to all the options. Bob receives a thank you for using the customizer, and an invitation to visit his local dealer and receive a framed 8 x 10 glossy of the truck he designed and a link to other custom truck designs that others have saved and stories about current owners. PRINT COLLATERAL Bob, who is ready to invest in a new rig, decides to visit the International dealership. He is awed DoubleSix environmental branding and the experience. Bob picks up a DoubleSix brochure and is intrigued by the innumerable options available for the rig. POINT OF SALE Bob is immediately greeted by a sales person sporting DoubleSix attire. He is offered a beverage and welcomed to browse the DoubleSix Custom Accessories Center. He is offered a test drive. On his way out, the salesperson offers him a DoubleSix keychain. PROMOTION Bob fully considers his options and returns to purchase his LoneStar! While working with the salesperson on selecting his custom look accessories (via the Customizer), Bob learns about the elite LoneStar Owners Circle, a club of LoneStar owners only. He is pleased that the first year membership fee is waived and is looking forward to the newsletters, special discounts for food and lodging across the US, and apparel available only to members. POINT OF SALE With his delivery/purchase, Bob receives the DoubleSix welcome kit, packed in a branded leather overnight bag which fits perfectly in the DoubleSix Cab. Included in the kit is a DVD which illustrates the DoubleSix Lifestyle. PRINT COLLATERAL Bob receives a personal letter from Dan Ustian, welcoming him to the LoneStar Owners Circle. Included are his membership card and password to an exclusive DoubleSix Owners Circle web site where he will get advance alerts on new products, access to a message forum, and other premium services. INTERACTIVE (WEB) Bob checks out the LoneStar Owners Circle site. He downloads one of a dozen or more choices of specialized screensavers with LoneStar images. PROMOTION In the mail, Bob receives a branded disposable digital camera and instructions for uploading shots of his rig onto the LoneStar Owners Circle Gallery. INTERACTIVE (WEB) In the Gallery, Bob notes he can add his name, , cell number to the Club directory. He can also view or download current membership. PRINT COLLATERAL Bob s first quarterly DoubleSix newsletter arrives. He is intrigued that the stories highlighting other owners reflect a lot of his own interests like fishing and hunting. He considers submitting his own story for a future issue. This issue includes 15% discounts at Bob s favorite hotel as well as a buy-one, get-one-free dinner offer at a new restaurant in his town. Bob receives an describing the Owner s Forum and inviting him to share his experiences with DoubleSix. INTERACTIVE (WEB) In the Gallery, a Virtual Pride & Polish is announced that will run for 90 days. Winner receives choice of DoubleSix merchandise valued at $500. An reminder encourages Bob to upload photos he took using his own camera, or the one previously sent. Winners are featured in the Quarterly Newsletter and in the online Gallery. A click through is included to the Gallery. PROMOTION A DoubleSix catalog of gift ideas, apparel and merchandise for truckers and their children arrives at Bob s home. Any purchase made within 30 days will be accompanied by a free car license plate frame that says My Other Vehicle is a LoneStar. Since his twins will be 5 shortly, Bob decides to buy them TDoubleSix-Branded Bike Helmets. EVENT A special invitation to a DoubleSix owner s reception at the upcoming Trucker s Event is sent to Bob and his family. Bob is also invited to enter his rig in an International-sponsored Trick My Truck competition. PRINT COLLATERAL Second Quarterly DoubleSix newsletter arrives while Bob is on the road. On his return, Bob catches up on new regulations affecting truckers. POINT OF SALE While getting his first maintenance service done at the dealership on his LoneStar, Bob notices a sell sheet about a new light bar available for DoubleSix. He is particularly interested when he realizes it can be easily swapped out with the one he originally selected for a new look. PROMOTION International announces a new relationship with a Triple-A like service, available free to DoubleSix members. The pre-filled application only need Bob s acceptance signature before he drops it in the mail. EVENT Bob receives a birthday card with a CD containing music fitting for DoubleSix owners. PRINT COLLATERAL International s new coloring book showing the history of trucks just came out. Bob s salesperson knows Bob has 3 kids and puts 3 in the mail along with a personal note asking Bob how he s enjoying DoubleSix. PROMOTION A quarterly DoubleSix flyer arrives at Bob s home noting service and parts specials. This reminds Bob that the DoubleSix website offers online access to his service record for the vehicle. He decides to register. INTERACTIVE (WEB) Bob registers to keep track of his service on this vehicle online. He is pleased to note that if service is provided at his dealership, the info is automatically updated. The system will also send him reminder s according to the schedule he specifies.

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17 Truckers are an independent breed. You work on your terms. Now there s a brand of accessories designed to meet the same exacting standard. Double Six pushes the envelope for style and innovation. Durable, high quality parts that deliver axle to axle styling and options that give new meaning to the words, THIS IS MY TRUCK MY WAY. For you, it s about more than chasing the horizon. It s about independence. Not settling for the ordinary. For you, there s Double Six, a line of custom accessories like no other. Why does it matter? Because among the thousands of trucks on the road, only a handful deliver mirror-finish stainless steel, lights beyond comprehension and in-your-face resale value. Way does it matter? Because you earned the right to say, THIS IS MY TRUCK MY WAY. NOT FOR THE TIMID. NOT FOR THE TIMID.

18 For every profession there is a venerated place. For truckers it s Route 66, gateway to the Pacific, witness to the growth of a nation. Double Six is a new line of custom accessories from International, a company with a heritage as authentic as Mother Highway. For the professional driver whose life is reflected in the flash of his profile, Double Six turns a truck into a personal statement. A machine into a manifesto. THIS IS MY TRUCK MY WAY. NOT FOR THE TIMID.

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22 PRESS RELEASE Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla. Ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper. Chris Farrar International 4201 Winfield Road Warrenville, IL O: F: E:

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26 MY TRUCK. MY TURF. MY TRUCK, MY WAY. MY TRUCK. MY TURF.

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