CITGO Launches New Retail Design

Features modern canopy, pump, quick lube look

Published in CSP Daily News

HOUSTON & ORLANDO, Fla. -- CITGO Petroleum Corp. has unveiled its contemporary new retail street image design to its marketers across the country. The central element of the new modern look features a predominately red triform design on the retail canopy, pump and Quick Lube building.

Click hereto take a closer look at the new design.

The design was developed in conjunction with CITGO marketers across the network. It has been tested at beta sites in Katy, Texas; [image-nocss] Miami, Fla.; Greensboro, N.C.; Bristol, Conn.; Park City, Ill. and Fuquay Varina, N.C. to ensure that it will stand up to various weather conditions and can be easily installed.

The new design will be made available to all new-to-CITGO locations beginning September 1, 2010, and re-branding across the CITGO network of locally owned retail sites will begin January 1, 2011.

CITGO aims to have the new street image installed in the next few years at each of the nearly 6,500 locally owned CITGO branded gasoline and nearly 200 CITGO Fast Lube stations across the country.

"While we are very proud of our 100-year heritage, we cannot simply rest on our past. We are actively thinking about the future and want to provide our marketers and retailers with an updated, refreshed look that is distinguishable from the competition," said Gustavo Velasquez, vice president of supply and marketing for CITGO. "The new image will help our local marketers and retailers attract more business, and at the same time, make an impact in their local communities."

He added, "We believe this contemporary look is more inviting to today's consumer and hope that they will find it as exciting as we do."

According to Velasquez, "The feedback from the marketers was extremely important. We wanted to be sure that the design met the needs of those on the front lines of the brand and reflected what CITGO means to them and their communities. Not only will the new image enhance the visual impact of branded locations, but the support from CITGO, combined with the ease of installation, will ensure that marketers and retailers can affordably implement the upgrades with little disruption to their business."

The new image and other marketing programs are aligned with the social development principles of the CITGO shareholder, Petroleos de Venezuela SA (PdVSA), the national oil company of the Bolivarian Republic of Venezuela. CITGO, based in Houston, is a refiner, transporter and marketer of transportation fuels, lubricants, petrochemicals and other industrial products. The company is owned by PDV America, Inc., an indirect wholly owned subsidiary of PdVSA.