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HOUSTON -- CITGO Petroleum Corp. is launching a multi-faceted ad campaign that features real CITGO workers and their stories, the company announced. Covering every market in the 27 states (plus Washington, D.C.) that CITGO operates in, the company intends to showcase the brand's local impact on communities and individuals and its commitment to "doing good," according to a released statement. The campaign will consist of ads on national television, spot television, radio, billboards, print, online placements and promotions.
"We are proud of the amazing ways that the real people in our campaign find to give back to their local communities through charity, education and employment opportunities," said Daniel Cortez, vice president, government and public affairs with CITGO Petroleum. "Our 2011 campaign is designed to showcase their stories and give maximum exposure to the true faces of CITGO -- the local owners and operators, employees and consumers. Our goal with this campaign is that more consumers will recognize people they know and so will better connect with our great brand."
Working with advertising agency partner bvk, CITGO identified a number of real people to feature in the campaign, including Jinger, a CITGO Marketer who raises funds for the Muscular Dystrophy Association; Chris, a CITGO Retailer who raises money for local schools through his store; Jenn, who uses CITGO fuel donated through the Fueling Good program to operate Bess the Book Bus in support of child literacy; and several others.
Complementing the campaign is CITGO's continued Fueling Good program, which recognizes charities and community programs that do good across the CITGO network, according to the company. Starting June 1, groups and individuals can submit their stories at FuelingGood.com to try to win a portion of nearly $120,000 in donated CITGO fuel.
"Fueling Good is a core philosophy throughout the corporation and extends directly to our consumers," said Cortez. "It encompasses all of the good that is created by CITGO through our expansive operations; from the locally owned CITGO stations in your neighborhood that raise money and keep local charities fueled, to our three company-owned refineries which produce high quality gas and diesel fuel, and the industry leading customer service and support teams that guarantee our products. We are excited by the opportunity to expand the number of Fueling Good prizes in 2011 and expand the reach of our Fueling Good message through the broad advertising program."