15 Sep 2003

Maxol Revs Up With Launch of New Advertising Campaign


Maxol has launched its new advertising campaign aimed at enhancing the brand profile across the island of Ireland.  The “Fuel For All Engines” campaign which went live across the country on 8th September represents a new departure designed to position Maxol as a modern brand following the recent upgrade in Maxol’s forecourt image and facilities.

The first two of five executions of the poster campaign entitled “4X4” and “GTi” will run for one month on 48-sheet and 6-sheet sites in close proximity to the 70 Maxol Mace service stations nationwide.

The theme of the campaign is to equate different people with particular vehicle types – “4 x 4” is a baby crawling; “GTi” is a muscled toned male; “People Carrier” depicts a pregnant lady; “Super Mini” show a lady’s svelte legs and “Off Road Vehicle” is a cross-country runner.  “Fuel For All Engines” aims not only to highlight the Maxol brand but also the wide range of retail offerings available at Maxol Mace service stations.

In addition to the poster campaign, a series of five new radio advertising executions will be aired on RTE1, 2FM and Downtown Radio in Northern Ireland in support of the “Fuel For All Engines” campaign and also to highlight the uncomplicated nature of Maxol’s PointsPlus customer loyalty scheme.  New corporate press advertising under the same theme will be rolled out in national press and trade publications in the coming months.

Commenting on the launch of Maxol’s new advertising Fergal Harrington, Brand Development Manager Maxol, said:

“Maxol’s considerable investment in its retail network in recent years is providing our customers with the standards, facilities and product offerings to rival the best in the fuel convenience retailing industry.  The “Fuel For All Engines” campaign aims to highlight the fresh new face of Maxol and illustrate how Maxol strives to meet the needs of our customer’s demanding modern lifestyles.”

Maxol is also investing in forecourt POS material to highlight the campaign including 60 x 40 posters, pump crowner ads and pump nozzle inserts.

For further information please contact:

James Wynne               Prior Communications            Tel: (01) 661 2112

Fergal Harrington         Maxol                                      Tel: (01) 607 6800
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