Triad Business Marketing

Branding Campaign for
LeTourneau Technologies Mining Products

This campaign began with a basic brand truth about LeTourneau Technologies (LTI) Mining Products: that no other manufacturer of wheeled loaders for the mining application can offer a broader, more technologically advanced line of loaders than LeTourneau. The company engineers and manufactures four different 50-Series loader models including the world’s largest, the L-2350, as well as one dozer model.

This wide selection of loader models allows LeTourneau to perfectly match machine to mine. It’s what LTI’s market demanded, and this knowledge became the springboard for the campaign themeline “There’s a LeTourneau for that.” Through trade advertising, a unique direct mail campaign, collateral, and the Web, this themeline came to life, whether the mining challenge was fuel savings, tire wear, or meeting maintenance requirements.