To convince business travelers to fly the Horizon Shuttle between Seattle and Portland instead of making the awful three-hour drive, we branded the drive as an obsolete, near-forgotten chapter in transportation lore. Its new name: “The Slog. The longest three-hour drive in American history.” Radio and print painted a dismal picture of Interstate 5, and directed consumers to horizonair.com/theslog, which featured 14 Ken Burns-style videos. Each video focused on different, real hazards along the drive. To reach drivers at their most miserable, we drove our SlogMobile, which featured a 3D diorama, between Seattle and Portland, stopping at rest areas.

The campaign was launched in September of 2007 with print, radio and of course, the microsite horizonair.com/theslog. Furthermore, a biofuel-powered mobile media truck drove up and down the I-5 corridor making frequent stops at rest areas along the way. Full page print ads in newspapers and business journals gave viewers a glimpse of The Slog.