What stands nine feet tall, can seat a football team's offensive line, and—for those with a destructive bent—is touted as having the towing strength to pull down a building?The world's biggest production pickup truck, of course. Black & Decker wowed 100 of its top industrial customers by pulling back a curtain to reveal a newly purchased 2006 International CXT at a cocktail party at Markham Fair Grounds. The monster vehicle was painted yellow, the color of B&D's DeWalt brand, and carried the DeWalt name in bold black type.
Black & Decker is using CXTs to market events, and many guests at the event will get the opportunity to borrow the trucks for their own promotional programs. Several other DeWalt-branded vehicles were unveiled during the evening, including an official Nascar-series race car. Brett Mazes, B&D's director of marketing, said the presentation of what amounted to a small fleet of event marketing vehicles took the guests completely by surprise. "In the past, it's been a big year for us if we showed a single new vehicle," he said.
Mazes organized the event with the help of event consultant Matthew Ives, president of Rave Up Productions. Gourmet Cuisine served a meal that included mini beef burgers with brie and caramelized onions, and mini Caesar cannolis. Yellow and black linens from Chair-man Mills covered the buffet stations.
Black & Decker is using CXTs to market events, and many guests at the event will get the opportunity to borrow the trucks for their own promotional programs. Several other DeWalt-branded vehicles were unveiled during the evening, including an official Nascar-series race car. Brett Mazes, B&D's director of marketing, said the presentation of what amounted to a small fleet of event marketing vehicles took the guests completely by surprise. "In the past, it's been a big year for us if we showed a single new vehicle," he said.
Mazes organized the event with the help of event consultant Matthew Ives, president of Rave Up Productions. Gourmet Cuisine served a meal that included mini beef burgers with brie and caramelized onions, and mini Caesar cannolis. Yellow and black linens from Chair-man Mills covered the buffet stations.
Black & Decker unveiled several vehicles—including this International CXT pickup truck—to be used in its DeWalt marketing efforts during a cocktail party for 100 of its top industrial customers at Markham Fair Grounds.
Gourmet Cuisine served a meal that included mini Caesar cannolis.
This Nascar race car, also painted DeWalt yellow and carrying the DeWalt name, was another promotional vehicle unveiled at the event.
B&D used displays and large electronic screens to showcase its various brands, including DeWalt, Delta, and Porter Cable.
