NEW FACEBOOK PAGE OFFERS FREE COFFEE FOR ALL NEW “FANS”;
1,800 CUSTOMERS WILL WIN FREE COFFEE FOR A YEAR; TANKER TRUCKS SPREAD THE WORD
Pilot Travel Centers has launched a major new initiative utilizing communications tools ranging from putting messages on its fleet of tanker trucks to launching new social media sites to promote its premium coffees in 2010 and confirm Pilot coffee as “the best on the interstate.”
The initiative includes the company’s first official Facebook fan page dedicated exclusively to coffee and a brand new Twitter account.
“We are trying to tell the world about our great coffee program,” said Tim Purcell, Pilot’s director of merchandising. “We are using every method we know of to communicate it. Social networks are just another new method we are using to deliver our message.”
The Pilot Travel Centers fan page can be accessed by visiting http://www.facebook.com/pilottravelcenters. Fans of Pilot Travel Centers can print a coupon for a free hot beverage, redeemable at any Pilot Travel Center or Pilot Food Mart. Facebook fans also can take a poll about which Pilot coffee blend is their favorite and learn more about Pilot’s eight coffee varieties, including gourmet coffees and Pilot’s house coffee. The readers of Truckers News have named Pilot’s coffee offerings the “Best Coffee on the Interstate.”
Purcell said the Facebook fan page is designed to connect Pilot with its customers nationwide, including interstate travelers, area residents, professional drivers and especially the coffee lovers among them.
Purcell said the Facebook page subject matter eventually will be expanded beyond the topic of coffee. Pilot has hired Lynsay Caylor to be social media marketing manager in charge of Pilot’s new media initiatives.
“Our Facebook page will serve as a virtual community and information center for our loyal customers,” said Jimmy Haslam, president and CEO of Pilot Travel Centers. “We hope our customers will continue to enjoy Pilot’s affordable, delicious variety of hot beverages as they refuel and recharge at our convenient travel center locations across the United States.”
To follow Pilot on Twitter, go to http://www.twitter.com/pilottravel.
In conjunction with the launch of the coffee-focused Facebook page and the new Twitter account, Pilot Travel Centers is offering an in-store sweepstakes for lucky customers to win free coffee for a year. Customers can complete and submit a ballot at any Pilot Travel Center location during the month of January. At the end of the month, six entries at each travel center – more than 1,800 customers – will be selected to win a year of free Pilot coffee. More information about the sweepstakes is available at any Pilot Travel Center location.
All 325 tanker trucks in Pilot’s fleet have the new message, “Best Coffee on the Interstate,” displayed on the entire rear panel of the trailers. And Purcell said every Pilot Travel Center will carry the coffee message through large banners and other in-store communications. Merchandise in the stores including mugs, caps and thermal containers also carry the new coffee branding.
In addition to coffee, Pilot also is unveiling a new series of six up-scale tea products. The Revolution Teas are premium full-leaf teas that have received much recognition for their quality, Purcell said. He said Pilot also will introduce new breakfast items that are popular with coffee drinkers, such as oatmeal.
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