“Supporting the Island Park grand opening is part of Motiva’s wide-ranging marketing plan for the 76 brand,” said Bill Spurgeon, vice president of fuels sales and marketing for Motiva. The location will be the first of four set to convert to the Crest brand image in the Greater New York market over the coming months.
“Offering the 76 brand gives our wholesalers, like Jericho Wholesale, the ability to sell another great fuel supplied by Motiva in their neighborhoods,” said Spurgeon.
Motiva officially launched a multichannel marketing program to support its new 76-branded wholesalers in 2017, taking a localized marketing approach that includes targeted media buys, sponsorships and on-site retail activation support. With the 76's brand debut this year in Houston, Motiva sponsored the Houston Dynamo soccer team, which includes billboard, social, digital and radio opportunities, in-game activations with the Houston Dynamo and branding around the stadium.
Houston-based Motiva is wholly owned by affiliates of Saudi Aramco, and refines, distributes and markets petroleum products throughout the United States. It owns and operates a 600,000-barrel-per-day refinery in Port Arthur, Texas, as well as a lubricant plant for both consumer and commercial use. Motiva holds exclusive, long-term brand licenses with Shell and Phillips 66, and its marketing operations support more than 5,200 retail gasoline stations.