KNOXVILLE, Tenn. --Pilot Flying J has released a new advertising campaign featuring its restrooms, reported Adweek.
In the brand’s new 30-second TV spot and in one of its four new print ads, the commode is the best seat in the house, said the report.
The restroom was a necessary thing to spotlight, vice president of brand and consumer experience Whitney Johnson told the publication. Not that it was easy. “There’s nothing hugely sexy and glamorous about travel centers along the interstate, and restrooms are a hard thing to showcase,” she said. “But they’re important to customers and especially families.”
That’s the bigger idea behind this campaign, said the report—a print, TV and web-based effort that represents the family-owned company’s most ambitious marketing effort to date. For years truckstops have been catering to more than just truckers, and Pilot Flying J’s campaign is designed to appeal to families.
Anchoring the new effort is a 30-second spot created by Nashville agency 3 Sons Media, the report said. It features an all-American family languishing from the boredom and fatigue of a long road trip, then being rejuvenated by a stop at a Pilot travel center with its amenities, including free Wi-Fi, food and beverages and “clean, modern bathrooms.”
One of the print ads says, “We clean our toilets more than you do.”
Pilot Flying J recently invested $50 million to renovate restrooms across its network of travel centers, adding amenities like LED lighting, eco-friendly hand dryers, Italian tile accents and more, the company announced in June. These restroom upgrades are complete at locations in Illinois, Texas, Ohio, Tennessee, Pennsylvania, Florida and California, and the remainder of locations will be upgraded through the next two years.
Knoxville, Tenn.-based Pilot Flying J, the largest operator of travel centers in North America, has more than 650 retail locations, 44 Goodyear Commercial Tire and Service Centers and 43 Boss Shops. The Pilot Flying J network provides drivers with access to more than 70,000 parking spaces for trucks, 4,900 showers and more than 5,000 diesel lanes offering diesel exhaust fluid (DEF) at the pump.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.