Shell joins Multimap to run online campaign

shellMultimap, the Microsoft-owned online mapping service, has signed a partnership with Shell UK to run a nine-month online marketing campaign.

The deal will include an integrated sponsorship position on the website’s route planner, banners on the home page and direction results pages and other targeted placements across the site.

The locations of more than 850 Shell Service Stations will be revealed on maps as Shell logos when customers check the “petrol stations” option in the “useful information” navigation box.

The petrol giant will also use in-map advertising to promote their stations across the UK and will feature on printed pages. Activity will also run on the MSN portal.

The media campaign has been designed to increase brand awareness, associate Shell with route-planning and raise awareness and usage of Shell Drivers’ Club Card.

The partnership was planned and negotiated by Shell’s media agency, MediaCom Interaction and will begin later this month. The agency has designed the activity to provide information about the Shell Drivers’ Club card and location of Shell Service Stations to collect a card.

The Shell Drivers’ Club rewards customers with at least one point for every litre of fuel which can be coll-ected for money off fuel vouchers, Airmiles and donation towards CO2 reduction schemes.

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