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Shell Launches New MasterCard Promotion

HOUSTON -- Shell Oil Products US announced a fourth-quarter sweepstakes promotion with MasterCard International designed to drive traffic to Shell-branded gasoline stations and generate increased applications for the Shell MasterCard from Citi Cards. Each time a customer uses a MasterCard card at a participating Shell station from now through Dec. 31, they will be entered automatically into the MasterCard Sweepstakes at Shell. Each entry gives MasterCard cardholders a chance to win one of 35 2005 Chrysler Crossfires and $1,000 worth of Shell V-Power premium gasoline.

Shell hopes to achieve a 50 percent increase in Shell MasterCard applications and booked accounts during the three-month promotional period. Supporting promotional materials include information about the customer benefits of the Shell MasterCard and a direct mail campaign designed to help motivate consumers to apply for the card. Pre-approved direct mail with a $20 credit incentive will be distributed to millions of households across the United States to reward customers for accepting the Shell MasterCard offer. This incentive combines with a 0 percent APR (annual percentage rate) on balance transfers for six months and a 5 percent gasoline rebate on Shell gasoline purchases.

"Even though Shell has the largest credit card deck in the industry, we are dedicated to finding new and innovative ways to grow our accounts and drive business to our stations," said David Bunch, head of the credit card and loyalty program at Shell Oil Products US. "Shell-branded retailers and wholesalers are not charged processing fees on Shell-branded consumer credit card transactions, so we work hard to ensure our credit card offer remains one of the most compelling to motorists."

The program is supported by a national advertising and communications campaign that utilizes magazine, Internet and radio advertisements and public relations efforts to generate awareness. In addition, Shell stations will receive a comprehensive point-of-purchase package that includes pump toppers, pole signs, register signs and other signage with a unique and youthful design.

Because state laws in Maryland, Virginia and New Jersey prohibit sweepstakes promotions relating to gasoline and products covered by excise taxes, Shell will utilize a comprehensive direct mail and point-of-purchase program to promote the Shell MasterCard at Shell stations in those areas.
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