Best oil company initiative: highly commended

04 March, 2016
Page 24 

Jet believes its heritage is one of its greatest strengths and so wanted to celebrate its 60th anniversary in style.

The oil company therefore devised a 12-month programme of activity with the aim of increasing footfall to its dealers' sites; raising awarness of the Jet brand; engaging with customers via promotions; making staff proud to be part of the Jet brand; and demonstrating to its industry partners that it is committed to the future of the UK fuel industry.

Activity included a 1954 promotion where 14 prizes of 5,000-worth of fuel were given away; the launch of the Proud to be Jet service and standards programme; the introduction of a consumer-facing Facebook page; as well as charity events.

Jet has since declared the activity a 'resounding success', saying that it fulfilled all its objectives. "We delivered a year-long initiative that raised brand awareness, supported our dealers, reached out to new customers and, overall, strengthened our petrol retailing operations," says a spokesperson.





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