BP to Advertise on Garmin Portable Navigation Devices

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BP to Advertise on Garmin Portable Navigation Devices

LA PALMA, Calif. -- From November through Jan. 31, 2009, motorists across the U.S. with select Garmin portable navigation devices (PNDs) will receive ads encouraging them to stop at a BP, ARCO or ampm location, the company reported.

"When motorists are searching for something they need fast like fuel, a snack or a cup of coffee, we want them to know we're there to help," Andrew Baird, BP's vice president of marketing for U.S. Convenience Retail, said in a released statement.

Motorists in western states will see ads for ARCO gas stations, as well as a free coffee offer available at ampm convenience stores. Motorists in the Midwest and Southeast will see ads for ampm, BP gas stations and BP's gasoline with Invigorate.

The ads will appear on the screens of the Garmin nuvi 705 and 205 family of devices that include NAVTEQ's dynamic traffic receivers.

NAVTEQ's interactive advertising service delivers advertising along with real-time traffic content -- available free to the consumer for the lifetime of an applicable Garmin device. The location-based advertising is designed to complement the motorists' experience and is contextually relevant and unobtrusive, the company reported.

When a motorist searches for fuel, all nearby gas stations are listed, but BP, ARCO or ampm locations are displayed with the advertised offer. Motorists can touch the screen to get the promotional code and then obtain directions to the nearest location to take advantage of the offer, the company reported.

Offers like a free 12-ounce cup of coffee at ampm or a chance to win a $100 gas card at BP and ARCO are redeemed at BP, ARCO or ampm stores by texting a promotional code via cell phone, which results in a coupon being sent directly to the phone. BP does not advocate the use of mobile phones while operating a vehicle.

"With just a touch on their Garmin screen, NAVTEQ's advertising service helps us offer customers an experience they'll enjoy," said Baird. "We're confident that once they come into an ampm store to enjoy their free coffee, they will find we've got too much good stuff -- from our hot food offer to our wide array of packaged beverages and fountain drinks."