Goodyear tires launched a direct mail sales promotion to their retailers for a new credit card program. The Goodyear Card was available at stores for customers. In order to generate excitement the with retailers to set customers with the card, Goodyear introduced a incentive program called the Blue Highway.
At the begining of the program, Goodyear retailers received a beautifully bound, saddle stitched 12 page brochure. It explained how the program worked through a personal journal written by a man who is on a journey to Moniesville.
Each spread has handwritten entries along with found objects, maps, photos taped into the journal. An original photo shoot traveled across the country (route 66), featuring a classic Stingray, and two models with lots of fun destinations along the way.
Since the promotion lasts throughout the year there need to be a way to reinforce the Blue Highway promotion with the stores. In order to do this the Goodyear retailers were sent jumbo posters with 3 month calendars every quarter. The calendars featured the original black and white photography from the photo shoot, which was signed by Jim Huber, the photographer.