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Thursday, April 07, 2011

CL Named digital agency for CITGO and its Fueling Good campaign

CITGO Petroleum Corporation has selected Carmichael Lynch as its digital agency of record (AOR). The agency will provide digital strategy and support for CITGO’s “Fueling Good” program, a cause-related campaign that recognizes and rewards people who are making a difference in their communities.

With heritage dating back to the early 1900s, CITGO is one of the largest refiners and marketers of transportation fuels, lubricants, petrochemicals and other industrial products. The CITGO network consists of more than 6,000 locally owned gas stations in 27 states and the District of Colombia.

A core value of CITGO is to help those in need, and the Fueling Good philosophy allows the company to do just that. The Fueling Good program (www.FuelingGood.com) launched in June 2009 with the goal of rewarding individuals who do the most good by rewarding them with gas for a year. The program encourages local heroes to go online and share their stories of how they support their communities. People across the country can vote for their favorite story, and the individual whose story receives the most votes wins a year’s supply of fuel. Recently, the program was expanded to include the stories of charities and community groups. A Facebook page was created to provide another avenue for recognizing and rewarding individuals who are making a difference.

“We are very proud to have found a partner in Carmichael Lynch,” said Jennifer Moos, general manager of brand development for CITGO. “The agency’s proven success and expertise in the digital realm, unique approach to forging brand devotion and agency-wide passion for social responsibility set Carmichael Lynch apart from other agencies.”

Carmichael Lynch President Doug Spong said, “Our team was very impressed by the CITGO commitment to support worthy causes through its Fueling Good program. The many initiatives and thousands of dedicated volunteer hours that CITGO commits to social development is impressive. We are very honored to be named digital AOR for CITGO.”

Carmichael Lynch ranks among the top digital agency brands in the creatively-driven Minneapolis market, with experience delivering digital strategy and execution for brands such as American Standard, Calphalon, Cargill, Jack Link’s, MasterBrand, Subaru of America, ThermaTru, and Trane.