ESSO EXPANDS WIN & EARN TO INCLUDE FREE GAS
By Adnews Staff
Toronto-based Imperial Oil is promoting the expansion of its Esso Win & Earn loyalty program, the introduction of its new Royal Bank Esso Visa card and the return of its "Drive Hawaii Keep the Jeep" contest with a national radio advertising campaign, a direct mail drop, site signage and online material at <http://www.essoextra.com>. The Win & Earn program has been expanded to allow Esso customers to redeem their points for $5, $10 or $20 worth of gasoline in addition to other rewards such as car washes, movie passes and Esso convenience store items. The new Royal Bank Esso Visa card replaces the Esso Personal credit card. It allows cardholders to earn Esso points for every dollar charged to the card. National French and English radio ads will be running throughout the summer promoting the gas rewards as well as the return of Esso's "Drive Hawaii Keep the Jeep" contest. The launch of the contest this month marks the third year in a row Esso has held the contest. Customers are automatically entered when they pay for their purchases with their Esso Visa card or swipe their Esso Extra Card. A direct mail campaign targeting current Esso Extra members is promoting the new Esso Visa card as well as supporting the radio advertising. English radio advertising was created by Goodgoll Curtis Inc. of Toronto. French radio advertising was created by Bleu Blanc Rouge of Montreal and the direct mail materials were created by RappCollins Worldwide of Mississauga, Ontario. PR for Esso is handled by Marshall Fenn Communications of Toronto.