Motiva Ramps Up Activity Around Its 76 Brand Partnership

HOUSTON – Motiva has cut the ribbon in its first 76-branded gas station featuring the new 76 Crest image and the fuel's legacy orange and blue.

The station, in the greater New York market, is the first Motiva-supplied 76 station along the east coast to use the new image and color scheme.

Located in Island Park on Long Island, the site signifies the start of Motiva's aggressive growth plan to supply 76 stations throughout its territory of 26 gulf and East Coast states. 

"Supporting the Island Park grand opening is part of Motiva's wide-ranging marketing plan for the 76 brand. This site is the first of four stations that will be converted to the new 76 brand image in the Greater New York market in the upcoming months," said Bill Spurgeon, Motiva vice president of fuels sales and marketing. 

"Offering the 76 brand gives our wholesalers, like Jericho Wholesale LLC, the ability to sell another great fuel supplied by Motiva in their neighborhoods," he added.

During the grand opening festivities on June 16-17, Motiva and Jericho Wholesale turned back the clock and offered the first 100 cars regular unleaded gas for 76 cents a gallon. 

In addition, customers had the chance to win gas cards, state fair tickets, family fun packs to Adventure Land on Long Island and other prizes during the two-day celebration. 

"We are excited about our new 76 stations," said Adam Wolf, operating officer of Jericho Wholesale. "The new image looks great, and there was a lot of excitement and momentum behind the grand opening that drove consumers to stop into the station to see what was going on."

Motiva officially launched its multi-channel marketing program to support its new 76-branded wholesalers in January, bringing a localized marketing approach through targeted media buys, sponsorships and on-site retail activation support, such as the Island Park grand opening. 

In addition to its focus on the east coast, Motiva's 76 brand-awareness efforts include its sponsorship of the Houston Dynamo soccer team. The sponsorship includes media like billboards, social, digital and radio; in-game activations with the team; and branding at and around the stadium.  

Motiva's localized marketing efforts, in partnership with its wholesalers, will continue with additional 76 stations open in several new markets this summer.

76 is a registered trademark owned by Phillips 66 and licensed for exclusive use by Motiva Enterprises in 26 Gulf and East Coast states. Phillips 66 recently unveiled its Signature Image Program for all three of its brands: Crest for 76, Fusion for Conoco, and Rivet for Phillips 66, as CSNews Online previously reported.

Houston-based Motiva refines, distributes and markets petroleum products throughout the United States. It owns and operates North America's largest refinery in Port Arthur, Texas with a crude capacity of more than 600,000 barrels a day. The company also operates the country's largest lubricant plant for both consumer and commercial use. 

Under exclusive, long-term brand licenses with Shell and Phillips 66 (for the 76 brand), Motiva's marketing operations support more than 5,200 retail gasoline stations. Motiva is wholly owned by affiliates of Saudi Aramco.