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LONG BEACH, Calif. — ARCO wants its customers to say hello to Hanna.
The iconic dashboard hula girl will serve as an ARCO brand ambassador as part of its integrated multichannel marketing campaign. Long Beach-based ARCO is a Tesoro Corp. brand.
According to the company, Hanna demonstrates how ARCO value — high-quality gas at a good price — allows her to travel to new places and experience new adventures. She goes camping, to the Fun Zone, to a baseball game and to Hollywood.
The objective of the campaign is to position ARCO as a high-value gasoline brand. The marketing was developed by Santa Monica-based advertising agency RPA.
"ARCO's unique value proposition allows consumers to fill up with quality Top Tier gas for less," said Rob Bezner, senior director, brand management at Tesoro. "Value is created at the intersection of quality and price, and our new campaign line 'Go with Value' was developed to drive the message home."
The multilingual campaign began airing March 27 with four 30-second TV spots and three radio spots running in English and Spanish in Los Angeles, San Diego and Las Vegas. Multichannel content including out-of-home, pre-roll, digital media and point-of-purchase will be showcased throughout ARCO's Southwest footprint of Southern California, Arizona and Nevada.
ARCO gas stations are located in five western states, including Arizona, California, Nevada, Oregon and Washington.
San Antonio-based Tesoro is an independent refiner and marketer of petroleum products. Tesoro, through its subsidiaries, operates seven refineries in the western United States with a combined capacity of more than 895,000 barrels per day and ownership in a logistics business. Its retail-marketing system includes more than 2,400 retail stations under the ARCO, Shell, Exxon, Mobil, USA Gasoline, Rebel and Tesoro brands.