BP Products North America has announced plans to invest $500m in its U.S. retail brand as part of an "aggressive" effort to regain its position as "the leading fuels marketer east of the Rockies". The campaign, unveiled at the 2012 BP Amoco Marketers Association (BPAMA) Convention and Business Expo in Orlando will include a fuel relaunch, a new marketing programme and new loyalty technology across the retail network.
"Our top-quality fuel offer, improved consumer rewards programs and exclusive energy sponsorship of the U.S. Olympic Committee and Team USA all point to this year's convention theme of 'winning together' through teamwork and collaboration with our branded customers," revealed Doug Sparkman, President of BP's East of Rockies Fuels Value Chain. "In 2012 and beyond, BP's commitment to its branded marketers will be second to none in our industry," he added.
The re-launch of BP gasoline with Invigorate will be at the heart of the new marketing programme. A new advertising campaign, the company's first new fuels-focused television campaign since 2009, will focus on the mileage benefits from using fuel with Invigorate continuously. A "robust" schedule of spot radio, digital support, local public relations activation and refreshed point-of-purchase materials is also planned.
Senior Vice President of Sales and Marketing, Kevin Phelan, said that the new campaign would deliver a clear, relevant message for consumers. "We've invested a lot of time and hard work to ensure that our offers and communications reflect a keen understanding of what consumers truly want and how we can best motivate them to choose BP. We believe our Invigorate campaign will do that in 2012," he noted.
New Pump Rewards payment technology will also be launched in March 1, allowing customers to instantly redeem rebates at the pump. Several new consumer-focused initiatives will help leverage the technology, as will nearly 900 training sessions at retail level to educate staff.
PetrolWorld 03022012
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