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Shell Kicks Off 2010 Summer Fuels Campaign

CALGARY, ALBERTA -- ShellCanada Products, building off the momentum of the Shell Nitrogen Enriched Gasolines launch in 2009, is kicking off the 2010 summer driving season with a national, multi-million dollar, multi-faceted marketing campaign.

The company will continue educating consumers on the benefits of using Shell Nitrogen Enriched Gasolines, including the premium grade Shell V-Power gasoline, which helps provide maximum protection for optimum performance. Through national advertising, various PR engagements and all-new point-of-purchase materials, Shell will emphasize the "Protect your engine against gunk" message with a continued focus on driving traffic to Shell-branded stations, the company reported.

"The focus of our fuels marketing activities in 2010 is all about vehicle protection against engine gunk," Diana Hamadeh, Shell Canada communications manager, said in a released statement. "In today's economic environment, motorists are keeping their vehicles longer, so it's even more important to protect the investment people have made in their vehicles. In 2010, the protection benefits of Shell Nitrogen Enriched Gasolines will be emphasized during our Q2 national fuels program and throughout the year in key local markets in an effort to drive loyalty and site traffic to Shell-branded stations."

The national fuels program kicks off April 26, with "Protect Against Gunk" point-of-purchase materials at Shell-branded stations and convenience stores, and national TV advertisements will appear featuring the Shell Passionate Experts. Additional marketing components will include print and radio advertising, public relations activities and direct marketing campaigns. The program will run through the end of summer.

Shell will also support the Nitrogen Enriched Gasoline campaign with another strong AIR MILES offer. From April 26 to July 11, 2010, Shell customers will receive 10 times bonus AIR MILES reward miles on Shell V-Power Gasoline and Shell V-Power Diesel, and three times bonus reward miles on Shell Bronze and Silver gasoline grades and Shell Regular Diesel.

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