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HOUSTON – In an effort to increase BP's gas flow at its 13,000 stations across the U.S., the company has started a marketing campaign highlighting Amoco fuels this summer.
"American drivers consistently rate our fuels as the number one quality fuel, and we are working to reinforce that message, educate auto enthusiasts and other influencers and ultimately drive new consumers to the pump," said Chuck Grawey, vice president of BP Fuels Management Group.
The multi-million dollar campaign has four initiatives, including a multi-media advertising campaign that will feature BP's second annual Amoco Ultimate Golden Mechanic Contest. The ads will show up in print, radio and online for Car and Driver and Road & Track. The ads promote the performance benefits of Amoco’s high-octane Ultimate fuel.
Other initiatives for the campaign include a sweepstakes, product giveaways and appearances by 2005 Golden Mechanic winner Ryan Kooiman and BP spokespersons.
The summer promotion also includes a road tour featuring five destination trips and 125,000 gas-related prizes being given away to drivers at participating BP locations. Drivers must purchase a minimum of 8 gallons to be eligible for the scratch off tickets that could win customers the prizes. The Web site www.myroadtour.com allows consumers to enter the sweepstakes without visiting a BP location.
BP has also created an interactive traveling tanker called the "Amoco Ultimate Fuel Experience." The tanker gives customers a look into the power, performance and cleanliness that Amoco's high-octane Ultimate fuel provides. The tanker will drive across BP's Midwest, Northeast and Southeast regions through November.
An additional initiative of BP's summer promotion is an educational car care program featuring Lauren Fix of the Car Coach. She will give tops on maintaining peak performance throughout the summer driving season.