Gasoline retailer Citgo is extending its "Fueling Good" brand campaign with a triad of cause-marketing-based programs: "Fueling Good Road Trip," a promotion called "Fueling Education," and a "Fueling Good" non-profit program, per the company, a unit of Petroleos de Venezuela subsidiary Houston-based PDV America.
The road trip Features Citgo "ambassadors" Adam and Diego, whose journey to local communities around the company's U.S. retail footprint has a cause-marketing theme and is detailed on social media platforms.
The Fueling Education promotion, in partnership with Classwish.org, gives teachers a chance to win supplies for their classrooms. The Fueling Good 501(c)(3) program touts nonprofits in the company’s marketing areas for the work they do in their local communities.
"The philosophy of Fueling Good is an integral part of the Citgo culture and identity of our brand," said Gustavo Velásquez, vice president of supply and marketing, in a statement.
The social media component includes Citgo's Facebook page, Twitter, YouTube, Instagram and Pinterest. The Facebook page tracks the two travelers, while touting the company's TriCLEAN gasoline and the Citgo Rewards credit card. A Citgo Fueling Good Twitter profile encourages followers to tweet about how retailer "fuels good" in their community.
The company's YouTube channel shows video from Adam and Diego's latest travels, per the company. The Instagram site pitches teachers to submit a photo of their students with the #FuelingEducation hashtag for the chance to win a $100 Citgo Gift Card. And the Pinterest page lures fans to pin pictures of themselves "fueling good" in their communities. There's also a hub at www.FuelingGood.com
On the traditional media side, per the company, there are national and local TV commercials, national and local radio spots, billboards and other outdoor advertising, point-of-purchase materials, events, public relations and Web videos.