Possibly to downplay being owned by Hugo Chavez’s Venezuelan government, Citgo Petroleum kicked off its 2009 consumer advertising campaign in June. This year, consumers have extra incentive to pay close attention to the TV, radio and billboard ads as they may see some familiar faces.
To highlight the fact that each and every one of the nearly 7,000 CITGO stations is locally owned, the Citgo television, radio and billboards feature real Citgo marketers and retailers from across the country. Eight of these entrepreneurs, representing communities from Chicago to Key West, were chosen to represent the brand and talk about what their local Citgo operations mean to their community.
The fact that each Citgo operation is locally owned and supported by a local fuel marketer means that Citgo retailers have a unique bond with their communities and customers. The 2009 consumer advertising campaign underlines this connection and allows the marketers and retailers themselves to tell their personal stories of the relationships they have with customers, fellow businesses and the local charity and community programs they support. For example, a marketer in Key West, Florida talks about the unique people in her area and how proud she is to serve their individual needs, while a marketer in Corpus Christi, Texas discusses the support he provides to local school children and how his Citgo station helps bring the community together.
The start of the consumer ad campaign coincided with the launch of Fueling Good, a program that rewards individuals who support charity and community programs across the country. People are invited to submit stories of the good they do in their community. Each month, five finalists will be selected for voting by the public at www.FuelingGood.com. The entry receiving the most votes each month will receive a Citgo gift card valued at a year’s worth of gasoline, courtesy of Citgo.
This summer Citgo is running a mix of television, radio and outdoor billboard ads to engage consumers as they hit the road for family vacations. The consumer campaign complements the ongoing corporate advertising program, which features television and radio spots on national networks and print ads in a range of publications.