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Shell Launches Integrated Marketing Campaign

HOUSTON -- Shell Oil Products US and Motiva Enterprises LLC have launched an integrated marketing campaign designed to reward existing customers and attract new customers. The program uses advertising, public relations and a team of brand ambassadors with a variety of entertaining activities to ignite consumer interest and establish a one-to-one dialogue between consumers and the Shell brand.

Dubbed the "Shell Holiday Patrol," the brand ambassadors will perform random acts of kindness throughout each market, including assisting customers at the pump, hosting events and handing out more than $30,000 in Shell gift cards and prizes per market. As part of the program, the Shell Holiday Patrol will use Shell station visits and events at local malls to educate consumers about the Shell brand and thank them for their business.

At these events, adults and children will have the opportunity to play holiday-themed trivia games or race remote-control cars around the Shell V-Power Grand Prix. While supplies last, anyone who participates will receive giveaways ranging from fish-shaped stress balls to $10 Shell gift cards as a thank you.

"The Shell Holiday Patrol lets motorists see the personal side of Shell. It's our way of bringing a smile to local motorists and our chance to thank them for choosing Shell," said Brooks Herring, brand and strategy manger for the retail division of Shell Oil Product US. "The Shell Holiday Patrol puts a face on the Shell brand and gives us the opportunity to build relationships while bringing a little extra cheer to our customers this holiday season."

The Shell Holiday Patrol will visit Columbus, Mo.; Kansas City, Mo.; Austin, Texas; San Antonio; and Pittsburgh and will be supported with a communications campaign designed to increase public awareness. In many of the markets Shell will use radio advertising, radio remotes and public relations efforts to coincide with the tour. Additionally, experience-driven events will introduce the Shell brand to a wider audience of consumers in an effort to increase trial of Shell-branded products and strengthen customer loyalty.
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