American dreaming: the best roadshow truck tours from the U.S.

22nd August 2016 | Staff Blog

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They’ve already put men on the moon, invented Coca-Cola and developed the world’s largest economy, but the United States does one more thing exceptionally well: roadshow truck tours. That’s why every day we check out the latest developments in the U.S. market.

We know lots of European companies also look across the pond for inspiration and ideas, so we’ve rounded up three of the most successful tours put on by MRA, our partner company in Detroit, MI. 

What made them work? And what lessons could you apply to your own marketing strategies?

Here’s the lowdown...

Wild Turkey runs free

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When Wild Turkey wanted to reach their audience, it didn’t hesitate – it took the bar to its customers.

This premium bourbon kitted out a unique truck with a design that paid tribute its distillery in Lawrenceburg, Kentucky.

Surrounded by the Wild Turkey story and messaging, visitors were then invited to sample the drink’s delights at fairs, festivals, retailers and industry events across the U.S. in 2015 and 2016.

Fortinet secures its advantage

Fortinet Image

Cybersecurity software developers Fortinet took a technical subject and brought it to life inside two remarkable roadshow trucks.

Both trucks could be set up in three different ways: as a classroom setting for employee training, as a demo and sales space when visiting clients, or as a showroom at trade shows.

And that incredible flexibility empowered Fortinet to show off its latest products and software on a large scale, fully interactive tour of North America.


The right notes for the Les Paul Foundation

An interactive display gave visitors the chance to soak up Paul’s story, listen to his music and assess his impact on the sounds of the 20th century.

Across fairs, festivals and museums, Les Paul’s Big Sound Experience also brought a legendary figure to life through a special social media kiosk where guests were encouraged to share pictures with their networks.

Les Paul is a musical icon – and his legacy was celebrated across the U.S. in spectacular style inside a double-expandable trailer.



Whatever your industry, roadshow truck tours offer a huge opportunity to engage your audience on a face-to-face basis. Give us a call on +44 (0)151 350 1500 if you’d like a chat about what they could do for you.


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