Shell Canada breaks national marketing campaign
Shell Canada Products of Calgary has begun a national marketing campaign for the summer intended to educate consumers about the benefits of using its Shell Nitrogen Enriched line of gasoline. The campaign focuses on the increased engine performance and protection from wear provided by the product, according to the company. The advertising, public relations activities and point-of-purchase materials use the tagline, "Protect your engine against gunk." The campaign began yesterday with television, print and radio advertising, accompanied by PR and direct marketing activities. "The focus of our fuels marketing activities in 2010 is all about vehicle protection against engine gunk," said Diana Hamadeh, communications manager at Shell Canada. "In today's economic environment, motorists are keeping their vehicles longer, so it's even more important to protect the investment people have made in their vehicles. In 2010, the protection benefits of Shell Nitrogen Enriched gasolines will be emphasized during our Q2 national fuels program and throughout the year in key local markets in an effort to drive loyalty and site traffic to Shell-branded stations." Shell has also become the official 2010 fuel sponsor of Carguide, World of Wheels and Canadian Autoworld magazines. All cars and trucks tested by these publications will be use Shell Nitrogen Enriched gasolines. As part of the deal, Shell branding will appear in the magazines' print and online editions.