Shell Test Markets Integrated Marketing Program To Reward and Attract Customers
December 01 2004 - 8:01AM
PR Newswire (US)
Shell Test Markets Integrated Marketing Program To Reward and
Attract Customers HOUSTON, Dec. 1 /PRNewswire/ -- Shell Oil
Products US and Motiva Enterprises LLC, the companies that market
the Shell brand in the United States, recently launched an
integrated-marketing campaign designed to reward existing customers
and attract new customers. The program uses advertising, public
relations and a team of brand ambassadors with a variety of
entertaining activities to ignite consumer interest and establish a
one-to-one dialogue between consumers and the Shell brand. Dubbed
the "Shell Holiday Patrol," the brand ambassadors will perform
random acts of kindness throughout each market including assisting
customers at the pump, hosting events and handing out more than
$30,000 in Shell gift cards and prizes per market. As part of the
program, the Shell Holiday Patrol will use Shell station visits and
events at local malls to educate consumers about the Shell brand
and thank them for their business. At these events, adults and
children will have the opportunity to play holiday-themed trivia
games or race remote-control cars around the Shell V-Power Grand
Prix. While supplies last, anyone who participates will receive
giveaways ranging from fish-shaped stress balls to $10 Shell gift
cards as a thank you. "The Shell Holiday Patrol lets motorists see
the personal side of Shell. It's our way of bringing a smile to
local motorists and our chance to thank them for choosing Shell,"
said Brooks Herring, brand and strategy manager for the Retail
Division of Shell Oil Product US. "The Shell Holiday Patrol puts a
face on the Shell brand and gives us the opportunity to build
relationships while bringing a little extra cheer to our customers
this holiday season." The Shell Holiday Patrol will visit Columbus,
Kansas City, Austin, San Antonio and Pittsburgh and will be
supported with a communications campaign designed to increase
public awareness. In many of the markets Shell will use radio
advertising, radio remotes and public relations efforts to coincide
with the tour. Additionally, experience-driven events will
introduce the Shell brand to a wider audience of consumers in an
effort to increase trial of Shell-branded products and strengthen
customer loyalty. Shell Oil Products US, a subsidiary of Shell Oil
Company, is a leader in the refining, transportation and marketing
of fuels, and has a network of nearly 7,200 branded gasoline
stations in the Western United States. Shell Oil Company is a 50
percent owner of Motiva Enterprises LLC, along with Saudi Refining,
Inc., which refines and markets branded products through 11,000
stations in the Eastern and Southern United States. Shell Oil
Company is an affiliate of the Royal Dutch/Shell Group of Companies
(NYSE:RDNYSE:SC). For more information, please visit
http://www.shell.com/. DATASOURCE: Shell Oil Products US CONTACT:
GCI Los Angeles, Julie Law, +1-323-930-0811; or Shell Media Line -
Shell Oil Products US, +1-713-241-1578, or Anne Peebles,
+1-713-241-1584 Web site: http://www.shell.com/
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