The Shell Rotella brand is committed to making sure that hard working individuals can count on Shell Rotella engine oils to help keep their trucks and equipment operating properly. Coyne PR helps ensure all communications from the brand, from earned to social are filtered through that hard working mentality bringing their mantra to life.

After almost four years and many long hours of hard work (15,000-man hours actually) and collaboration with Airflow Truck Company, Shell Rotella unveiled the Airflow Starship at the 2018 American Trucking Association’s Technology & Maintenance Council (TMC) Annual Meeting and Transportation Technology Exhibition in Atlanta, Georgia in early March 2018. Since, the hyper-fuel-efficient Class 8 concept truck has completed a cross-country journey from California to Florida and has made several appearances at industry trade shows and events including the Mid-America Trucking Show (MATS), Make the Future California and the Advanced Clean Technology (ACT) Expo. Along the way, Shell successfully led conversations around the global energy challenge and helped educate truckers about how using technologies available today can provide efficiency benefits.
For more than 30 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne PR with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.