HOUSTON To coincide with the start of the summer driving season, CITGO Petroleum kicked off its 2009 consumer advertising campaign this month.

This year, consumers have extra incentive to pay close attention to the TV, radio and billboard advertisements, as they may see some familiar faces, the company stated. To highlight the fact that each of the nearly 7,000 CITGO stations is locally owned, the ads feature actual CITGO marketers and retailers from across the country. Eight of these entrepreneurs, representing communities from Chicago to Key West, Fla., were chosen to represent the brand and talk about what their local CITGO operation means to their community, according to the oil company.

CITGO said the 2009 consumer campaign underlines the unique bond CITGO retailers have with their communities and customers, and allows marketers and retailers themselves to tell personal stories of their relationships with customers, fellow businesses and the local charity and community programs they support.

For example, a marketer in Key West talks in the ad about the unique people in her area and how proud she is to serve their individual needs, while a marketer in Corpus Christi, Texas, discusses the support he provides to local school children and how his CITGO station helps bring the community together.

The start of the ad campaign coincided with the launch of Fueling Good, a program that rewards individuals across the country that support charity and community programs. People are invited to submit stories of the good they do in their communities. Each month, five finalists will be selected by voting at www.FuelingGood.com. The entry receiving the most votes each month will receive a CITGO gift card valued at a year's worth of gasoline, courtesy of the company.

This summer's mix of television, radio and billboards are intended to engage consumers as they hit the road for family vacations, the company stated. The consumer campaign complements CITGO's ongoing corporate advertising program, which features television and radio spots on national networks and print ads in a range of publications.

The client spent $21 million last year on ads, down $10 million from 2007, per Nielsen. CITGO spent $3 million on ads during the first four months of 2009.


Nielsen Business Media