Alcoa Wheel Products is putting a new mobile marketing campaign on the road—with 10 tractors hauling 10 trailers featuring graphics that showcase Alcoa’s Dura-Bright wheels.

The trailers feature the message, “When it rains, they shine,” and they will travel nationally, delivering materials as usual for Alcoa’s Howmet division, while serving as a rolling billboard for the company. In addition to the graphics, the tractor-trailers are equipped with the Dura-Bright wheels they are promoting, said Curtis Samford, global vp—marketing for Alcoa.

“Trailer graphics are a great way to communicate to our consumers,” he said. “These individuals spend the majority of their time on the road and, therefore, this is an effective media outlet. Not only can consumers view the product information, but they also get to see the product itself in action.”