Petrogram - Winter 2010 - (Page 13)
Outside the Box C
ITGO Petroleum Corporation launched a new street image that literally takes the company outside of the box. The updated design will be used at branded light oils and lubricants retail sites across the country, including the 700 locally owned CITGO gasoline stations in Florida. A symbol of brand innovation, the new design is sure to grab attention and attract more consumers to CITGO branded locations. “While we are very proud of our 100 year heritage, we need to be sure that we are always looking towards the future. We wanted to provide our marketers and retailers with an updated, refreshed look that is distinguishable from the competition,” said Gustavo Velásquez, vice president of supply and marketing for CITGO. “The new image will help our local marketers and retailers attract more business and at the same time make an impact in their local communities. We believe this contemporary look is more inviting to today’s consumer and hope that they will find it as exciting as we do.” The more modern design features the CITGO trimark prominently displayed on the retail canopy which complements the striking new designs for the pump canopy, skirt and valance. The design was developed in conjunction with CITGO marketers across the network and has been tested at several sites including a gasoline station in Miami, Fla. The new design at the Miami test site has been well received by marketers, retailers, employees and customers alike. “The feedback from the marketers was extremely important. We wanted to be sure that the design met the needs of those on the frontlines of the brand and reflected what CITGO means to them and their communities,” added Velásquez. “Not only will the new image enhance the visual impact of branded locations, but the support from CITGO, combined with the ease of installation, will ensure that marketers and retailers can affordably implement the upgrades with little disruption to their business.”
A symbol of brand innovation, the new design is sure to grab attention and attract more consumers to CITGO branded locations.
The launch of the new street image coincided with the celebrations of the 100 year heritage of CITGO. Founded in 1910 as the Cities Service Company, CITGO is today one of the leading petroleum refining and marketing companies
in the U.S. With the backing and in alignment with the social development principles of its shareholder, Petróleos de Venezuela, S.A. (PDVSA), the national oil company of the Bolivarian Republic of Venezuela, CITGO is the third-largest independent refiner and the recipient of numerous safety awards and recognitions. Additionally, the company is firmly committed to giving back to local communities in Florida and across the CITGO network. Florida remains a key market for the CITGO brand with 700 locally owned retail locations throughout the state. Many Florida marketers have been part of the CITGO family for generations. With the launch of the new street image and a range of other brand programs available in Florida, CITGO marketers are set for future success. ❍ For more information on upgrading local CITGO stations and other brand programs in Florida, please contact Patrick Codd at ccodd@CITGO.com or 407-342-0912.
Table of Contents for the Digital Edition of Petrogram - Winter 2010
Petrogram - Winter 2010
FPMA Salutes Its Patron Members
Cost Savings Is the New Trend
Out & About the Industry: New Year Petro-Financing Prognostications
CITGO Steps Outside the Box
Enviro Corner: Adaptation
Overcoming the Obstacles: Court Finds Cleanup Cost Coverage
A Bad Combination: Drugs & Alcohol in the Workplace
Local Store Marketing for Convenience Stores
Index of Advertisers/Advertiser.com
Petrogram - Winter 2010
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