HOUSTON -- Even as CITGO Petroleum Corp. debrands 1,800 sites in 10 states as part of its realignment of it retail gasoline network, the Houston-based company has begun a multifaceted marketing program that it hopes will strengthen and expand its presence in its remaining markets.
We have deployed a multi-million-dollar advertising campaign that targets identified markets, Fernando Garay, manager of public affairs and corporate communications, told CSP Daily News. This new and expanded effortincludes [a] corporate brand campaignas well [image-nocss] as a comprehensive consumer campaign that reinforces our position among consumers as an exceptionally good value with a human touch.
The campaign began in June with the message fueling more than your car, and the centerpiece of the program is the launch of a cobranded credit card, which was unveiled this past week.
The Citi Platinum Select CITGO MasterCard consists of an aggressive 90-day launch offer, during which consumers who apply and are approved can earn a 20% rebate on CITGO purchases for the first 60 days their account is open. Once the launch promotion ends, cardholders continue to earn rebates on CITGO purchases (4%) and up to 1% on other qualified purchases. Cardholders may earn up to $50 in rebates each month. All rebates are automatically credited on the cardholders statement against future CITGO purchases made with the card.
The debut of the cobranded card is being unveiled with an advertising campaign that includes national TV as well as local media in select markets and regional sports packages. The advertising schedule is one component of the advertising campaign that also stems from consumer research findings.
The promotion is being met with enthusiasm by CITGOs branded marketers, according to the company and marketers. Our company represents several major brands, and in my opinion, CITGOs cobrand offer is absolutely the best promotion going, said Pat OConnell, vice president operations at Energy North Group in Boston. Im not only referring to the launch offer, but the ongoing offer as well. If Im a consumer, why wouldnt I want to save up to $600 a year on gasoline? If Im a retailer, why wouldnt I want to have the lower processing fee?
The campaign messages hit close to home and speak to people in their communities via TV, radio, print, point-of-purchase materials and billboards in select markets, said Jennifer Moos, general manager of brand development.
The campaign messages are four-pronged:
The first wave of advertising, The CITGO Story tells of CITGO's track record as a good corporate citizen in the communities in which it operates across the nation.
The second wave, Tri-mark, speaks to the things that differentiate CITGO as an attractive brand choice for consumers"a good deal on fuel with a neighborly approach, Moos added.
The third component is themed within the Tri-mark campaign and showcases the Citi Platinum Select CITGO MasterCard offer.
The fourth element of the campaign places the accent on baseball as it celebrates the Latino contribution to Americas pastime through national advertising in Major League Baseball games on ESPN Deportes and through the museum-quality traveling panel exhibit, Baseball! B aisbol!
Another part of the promotion is the launch of a new consumer website, www.FuelingTomorrow.com, aimed at drawing attention to CITGOs gasoline supply assurance and its commitment to social responsibility. We understand that we operate as a privilege in the communities where we operate, not as a right, the website says. We promote the spirit of volunteerism and encourage employees to take active roles in our communities.
In July, as previously reported in CSP Daily News, CITGO announced plans to realign the companys national retail gasoline network footprint. This action will result in a stronger company presence in the East and Gulf Coast regions, according to the company, and a transitioning from parts of the Midwest, Kentucky, Oklahoma and northern Texas by the end of March 2007.
CITGO is a refiner, transporter and marketer of transportation fuels, lubricants, petrochemicals, refined waxes, asphalt and other industrial products. The company is owned by PDV America Inc., an indirect wholly owned subsidiary of Petr aleos de Venezuela SA (PDVSA), the national oil company of the Bolivarian Republic of Venezuela.
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