Pilot Launches Marketing Campaign
Travel center retailer Pilot is embarking on what it says is a brand evolution with the launch of a new ad campaign that seeks to create an emotional connection with its customers.
Entitled “See You Out Here,” company officials said the marketing campaign is focused on the company’s purpose to “show people they matter at every turn.” The new marketing effort is driven by Adrienne Ingoldt, Pilot’s first-ever chief marketing officer.
"It's the people and the moments along the way that make being on the road so much more than just traveling from point A to B," she said. "We've found that people who choose to drive – wherever their journey takes them – have a shared desire to embrace all the possibilities along the way. Pilot is out here to fuel them up, fill them up, and lift them up."
In developing the campaign, Pilot spoke to various drivers to better understand the community it serves. These conversations revealed that when drivers are out on the road it's about the journey and what you make of it, not just the destination.
This campaign is the first to showcase Pilot's refreshed brand identity, which includes a fresh, bold style with a new, modern logo, a more vibrant color palette, and a relatable brand voice. The new brand will be featured through broadcast television in five key markets across the U.S., nationwide billboards, social media, radio ads, and more.
The hero of the campaign is a 30-second television commercial that features Tom Cochrane's "Life is a Highway," and showcases various drivers moving to the rhythm of the road. The ad is currently airing on major networks and streaming on connected TV platforms. The new brand elements and motto of "See You Out Here" will continue across the company's owned channels and in key moments throughout the year.
"Everyone who's ever hand-surfed out the window or belted out an epic car power ballad knows the middle of nowhere can be the greatest somewhere," said Ingoldt. "Our brand is how we show up for drivers – whether it's in the middle of a rigorous multi-day haul or an epic road trip, we get them and have just what they need to keep that upbeat feeling rolling.”