• by Laurie Sullivan , Staff Writer @lauriesullivan, August 19, 2024

Pilot wanted to better understand the community it serves, so employees reached out to drivers to get feedback that it would use to develop a major campaign and overhaul its brand for the largest network of owned and operated travel centers in North America.

The conversations revealed that Pilot consumers -- whether they drive vehicles powered by gas, electricity, or diesel for pleasure or business -- share a “profound connection” with the road.

“Driving is more than miles,” Adrienne Ingoldt, CMO at Pilot, wrote in an email to Data & Programmatic Insider. “It’s a calling to feel 'alive’ and 'free'."

The 30-second television commercial turns up the volume on Tom Cochrane's "Life is a Highway," and features everyday drivers of all types moving to the rhythm of the road.

The company’s new motto, "See You Out Here," is intended to forge deeper emotional connections between Pilot and the experiences that drivers seek.

Ingoldt did not disclose specific performance data, but said the company continuously monitors engagement and retention and responds to customer feedback.

Pilot worked with Hyphenated for the creative direction, Hero&Outlaw for the brand strategy, and Tombras for the media strategy and buying. 

The television ad is running on broadcast television in key markets across the U.S. and nationwide on billboards, social media, radio ads, digital ads, connected TV platforms and other media. Pilot will introduce new creative content in the coming months, specifically for the holiday season.

The "See You Out Here" landing page was developed as part of this campaign and offers consumers a taste of Pilot's brand evolution. The website is being refreshed in phases to reflect the streamlined logo, bold color palette and new imagery. 

The brand has become a cultural phenomenon for those using its services based on consumer feedback.

Pilot serves consumers who want to find a new playlist on its myRewards Plus app, save on favorite snacks or navigate to the next stop. The app offers exclusive offers on gas, food, drinks, merchandise and other types of features including touchless payment, mobile fueling and trip planning. 

These services are used along with geolocation targeting around Pilot stores and key demographic areas to target its customers.

The company also uses behavioral targeting and customer journey mapping to align its channels and campaign timing with customer behavior and their path to purchase.

Ingoldt called the “See You Out There” campaign one of the “most significant in the brand’s history.”

Pilot serves more than 1.2 million drivers daily. The campaign celebrates the upbeat feeling drivers experience when they cruise down the highway.

“We know being on the road is so much more than just traveling from point A to B,” Ingoldt said. “It is about the moments and memories made along the way.”