Go further Go Gulf

Gulf Oil World Endurance Championship Partnership Implementation Toolkit

Contact: Daniela Russell Gulf Oil International Brand & Executive [email protected] Brand Implementation Toolkit v1 Gulf WEC Partnership Contents 2

Introduction 03 The Gulf Advantage 04 Activation Planning Gulf WEC Partnership Tools 05 Introducing ‘Go further Go Gulf’ 06 The Essence of ‘Go further Go Gulf’ 07 Key Messaging and Hierarchy 08 Key Brand Elements – Typographic 09 Key Brand Elements – Graphic 10 Brand Elements Relationship Guide 11 Mnemonics

Section 01: B2B 12 Channel Partner Materials 13 A4 6pp Sales Presenter Channel Partner Materials 14 Email and 15 Email Sign Off 16 ‘Go further Go Gulf’ Activation Campaign

Section 02: B2B2C 17 and Workshop Materials 18 Workshop – Seat Covers Workshop and Retail Materials 19 Workshop – Mirror Hangers and Funnels 20 Workshop – Branded Service Wallet 21 Workshop – Branded Overalls/Uniform 22 Instore/Workshop/Fuel Station – Temporary 23 Exterior Display Signage – Temporary Messaging 24 Interior Display Signage – Window 25 Exterior Display Signage – Permanent Retail/Workshop Graphics 26 Instore/Workshop – Incentive and Cheat Sheets

Section 03: B2C 27 Instore and Customer Materials 28 The B2C Customer Journey Instore and Customer Materials 29 Instore – Posters 30 Workshop – Counter Mat 31 Instore – Point of Sale: Call to Action 32 Instore – Signage 33 Instore – Hanging Point of Sale 34 Instore – Counter Top Display 35 Instore – Counter Top Display Stand 36 Instore – 4 Litre Pack Sales Display Stand 37 3D Effect Print Options 38 Digital – Promotional Email 39 Digital Banners 40 Print Advertising 41 Print Advertising – Smaller Page Ad Formats 42 Microsite 43 Social Media Activity 44 Social Media Activity 45 Action Video Themes 46 Press Engagement

Section 04: ALL 47 Implementation 48 Campaign Activation Implementation 49 Activation Planning 50 Approval Process Brand Implementation Toolkit v1 Gulf WEC Partnership The Gulf Advantage 3

Work with a strong brand and be part of a winning partnership With a 100-year heritage, the Gulf brand is globally recognised and trusted by millions of customers. Opening the first-ever branded petrol station in the USA in 1913, we have led the way ever since. By reinforcing our brand, we increase visibility for your business and ensure your success.

Known by your customers Gulf’s instantly recognisable orange disc is synonymous around the world with high quality products, innovation and technical excellence.

Innovative partnerships Our association with leading reinforces our values of quality, endurance and passion: This year for the first time Gulf’s partner team for the FIA World Endurance Championship is Gulf Racing. - The Porsche 911 RSR GTE designed for quality performance - The World Endurance Championship dedicated to test a drivers endurance to the limit - A Gulf Racing team driven by a passion for success Your next steps Use this guide to help your campaign succeed. For further information contact Daniela Russell, Gulf Oil International Brand & Marketing Executive [email protected] Brand Implementation Toolkit v1 Gulf WEC Partnership Activation Planning 4 For illustrative purposes only

A distributor flow diagram shows the Flow Chart different stages of communication – to launch your campaign. B2B B2B2C B2C This plan provides more clarity on Marketing Dept in unison with The core message of how to activate POS incentives, how we speak to people, about business development reach out campaign methods are described giveaways, . what, and at which stage. to distributors stating product benefits and implementation kits Instruction and overview Broader communication for future customers to initiate and carry through campaigns.

One-to-one relationship Workshops

Supermarkets

GUI Distributor Fuel Stations Customer

Fleet

Marine and Aviation

B2B B2B2C B2C 5

Go further Go Gulf

This year Gulf’s partner • The agreement will see Gulf • Driving a Porsche 911 RSR GTE This guide’s sole purpose is to allow the Oil enter the FIA WEC for the creation of promotional assets which sit team for the FIA WEC outside of brand guidelines, but have at first time with a Porsche vehicle • ‘Go further Go Gulf’ captures its core the essence and DNA of Gulf. is Gulf Racing, who are the energy of our World competing in the • The story of ‘Gulf Racing’ is Endurance Championship It is still important that the brand identity unique and stretches back to the of Gulf Oil International remain true to its GTE Am category. and Gulf Racing partnership guidelines especially when logo 1930’s, but it was in the 1960’s application is required. that the distinctive blue and • It clearly signals the orange livery became prominent performance potential of and the iconic brand truly our passenger car lubricants started to form • We offer workshops business • The drivers are: performance benefits and Ben Barker joins Gulf Racing for drivers greater performance 2016 to partner Mike Wainwright and endurance and pro-driver Adam Carroll in the Porsche 991 RSR for the full • ‘Go further Go Gulf’ helps us season in the World Endurance stand out from the competition Championship with a range of distinct displays, signage and unique race day prizes Brand Implementation Toolkit v1 Gulf WEC Partnership The Essence of ‘Go further Go Gulf’ 6

Style Racing Go further Go Gulf Power In the Performance spotlight

Out of the darkness

Dynamic The road The journey Suave Passion

Endurance Mysterious Brand Implementation Toolkit v1 Gulf WEC Partnership Key Messaging and Hierarchy 7

Campaign Headline ‘Go further Go Gulf’ captures the energy and performance potential of our WEC/Gulf Racing partnership. Go further Go Gulf

Supporting Claim This is supported by an emotional For endurance driving claim and clearly signals the performance potential of our passenger car lubricants.

Product Benefits (Mnemonics) Benefit statements that summarise the WITH ENGINE DETOXIFIERS value propositions of the products ULTRA SMOOTH DRIVE – using wording from the lubricants relative mnemonic. (to be used only when packs are shown).

Call to Action A product focused call to action that Pick up a pack today! works around a challenge. gulfoilltd.com

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Key Brand Elements – Typographic 8

The styling of ‘Go further Go Gulf’ Campaign Headline Graphic Campaign Headline Font reflects the sophisticated power and technology of the Gulf Racing Helvetica Neue Porsche 911 RSR GTE vehicles. Go further 45 Light It is important to apply the proposed typographic styling consistently Go Gulf across the range of comms items. Supporting Claim Supporting Claim Font Helvetica Neue For endurance driving 45 Light

Product Benefit Product Benefit Font HELVETICA NEUE 77 BOLD CONDENSED WITH ENGINE DETOXIFIERS HELVETICA NEUE 57 CONDENSED ULTRA SMOOTH DRIVE

Call to Action Call to Action Font Pick up a pack today! Helvetica Neue gulfoilltd.com 55 Roman

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Key Brand Elements – Graphic 9

There are two primary images Porsche Primary Image – Car on the road graphic Product Primary Image – Product on the road graphic to lead this campaign:

1. Porsche 911 RSR GTE on the Gulf Oil road

2. Product packaging on the Gulf Oil road

Note: The length of road can change and adapt to its surrounding - ideally it will extend outside of the constraints of standard displays to emphasise the ‘Go Further’ message.

When required the two coloured strip Alternative Primary Image – Angled Car/Product graphic Alternative Primary Image – Road stripe graphic road can be used for small size use, (used for extreme horizontal formats) (when no car or product shot is used) restricted print specification and merchandise applications.

Supporting Car Imagery – Pack or Car cut-out graphics Brand Logo Team Logo – On black background – On white background

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Brand Elements Relationship Guide 10

14mm Margin

16mm 16mm margin from the top edge, 14mm right edge.

This relationship guide is based on an A4 portrait document. Amend font size as appropriate when working on smaller/ larger formats. Other size documents are available in the Go further assets folder.

Campaign Headline Helvetica Neue 45 light, white, 68pt/66pt, centred Go Gulf For endurance driving Supporting claim: On A4 should sit 6mm below the campaign headline. Helvetica Neue 45 light, Gulf Orange, 28pt/30pt, centred

Key Campaign Graphic (car or product with road) Should be dominant and centralised vertically Content Panel on the page. This should be made Sits on 100% black background 100% opacity. up of 80% of your overall file dimension.

Workshop Details Type left aligned and centralised horizontally within the band. Helvetica Neue Light and medium 10pt, Gulf blue. Panel on A4 is 14mm high, Gulf Cool Blue 20% tint Supporting Image Workshop Name, Address Line, City Name, County, POST CODE, Country The height is determined by the height +(00) 0000 000 000 of the blue and orange bar, 20% of overall file dimension. The image should be centred vertically Pick up a pack today with the Gulf logo. Call to Action (under workshop details): Type centred vertically and horizontally in the space between the workshop panel and orange strip. The space should mirror the Orange Panel height of the workshop detail panel. This should be made Helvetica Neue 55 Roman, Gulf Cool Blue up of 3% of your overall file dimension.

Partnership Logo Blue Panel Gulf Logo Left aligned and centralised horizontally within blue This should be made Please refer to Gulf Brand Standards Guidelines band with Gulf Logo. up of 17% of your to see logo usage rules. overall file dimension. Both the Gulf and the Partnership logos should look Margin visually balanced. Gulf Racing on A4 is shown here 10mm margin from the bottom 10mm at 52mm. edge, 14mm left edge.

14mm B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Mnemonics 11 For illustrative purposes only

A mnemonic is an extra callout device How to create that can be added to pack labels the WEC version: and other promotional materials. Go further Go further These graphic devices have been Go Gulf Go Gulf created to reinforce key product For endurance driving For endurance driving benefits to the customer, and are designed to stand out for easy customer recall. A suite of mnemonics have been Use a version of the mnemonic created to promote individual with a transparent background. product benefits: Size and position the graphic Anti-Wear Technology as shown below, replacing the pack shots. Reduced Maintenance Costs – Gulf Superfleet LE 15W40 WITH ENGINE DETOXIFIERS Note: ULTRA SMOOTH DRIVE Only one mnemonic at a time should be used 360 Degree Protection on an advert/poster. Pro Performance – Gulf Harmony AW Plus

Engine Detoxifiers Ultra Smooth Ride – Gulf Ultrasynth-X 5W-30 Mnemonics as product benefit statements Mnemonics as graphics Example only. Example only. Power Max Performance Ride Use of a mnemonic is restricted. Use of a mnemonic is restricted. Mnemonics must match pack specification. Mnemonics must match pack specification. – Gulf Formula ULE 5W-40 – Gulf PowerTrac 10W-30

B2B B2B2C B2C Go further Go Gulf 01: B2B Channel partner materials

Materials to help you activate the campaign These tools can be used to approach retail in market and start the conversation with and workshop managers to spark interest new retail and workshop opportunities. and drive towards a Gulf Lubricant deal. Brand Implementation Toolkit v1 Gulf WEC Partnership Channel Partner Promotional Material – A4 6pp Sales Presenter 13

Use the sales presenter to talk Sales Presenter – Cover through the campaign benefits and scope of marketing support Driving endurance to your distributor/channel partner. for partnership and profi t Track tested • Partnership with Gulf Racing and Porsche performance you can • Join a leading global brand with a presence in 110 countries Distributors can also use this tool Go further • Bigger margin opportunities with a loyal target market really rely on • Growing global network helping you to build your business • High quality lubricants meeting OEM technical standards Maximise the opportunity of the deal • Instore displays to stand out from the competition to powerfully demonstrate the between Gulf Oil International and Gulf Go Gulf Racing in conjunction with Porsche for the FIA World Endurance Championship. campaign to workshop and or eure r Offer customers better performance and engine protection, improved fuel retail managers. oi t ta economy and longer life

You can describe the approval process for workshop and retail owners to join the team and reach out to their customers for greater Win WEC prizes and race day tickets. Unique competitions and merchandise. business growth.

Sales Presenter Sales Presenter – First Reveal

2MM TRIM Size: 210 x 297mm A4 6pp Go further Go Gulf For endurance driving Flat size: 628 x 297mm Track tested Go further Go Gulf instore and in the workshop Stand out from the competition

performance you can Gulf Oil – Go further Go Gulf Gulf Oil International

John Smith Print spec: Full colour both sides onto 250gsm Go further Gulf Oil – Go further Go Gulf Uncompromising Performance really rely on Go Gulf For endurance driving Go further Go Gulf to ensure you go the distance For endurance white matt stock – creased and folded twice Maximise the opportunity of the deal driving Monitor between Gulf Oil International and Gulf gulfoilltd.com Join the team Gulf Oil’s passenger car lubricant range offers you greater freedom with track tested performance and engine protection Go further Go further Example 3-stage activation plan Racing in conjunction with Porsche for the to ensure you get the most from your superbike. Go Gulf Available from Go Gulf For endurance driving Launch Workshop Name For endurance driving FIA World Endurance Championship. Address. Tel Number 1 week Stage 3 Workshop Name, Address Line, City Name, County, POST CODE, Country Option: Print with an extra colour – Plan business review +(00) 0000 000 000 Stage 2 Offer customers better performance Pick up a pack today Pre 1 month Local press Workshop Name, re e t e out outr Stage 1 business review Audit location and engine protection, improved fuel Pick up a pack today for materials Invitations 3 month Workshop Name, re e t e out outr Email/DM PMS Gulf Orange 165 business review economy and longer life Pick up a pack today introduction Order material and stock Key customer Meeting emails Leave behind Workshop b r ie fi n g Instore launch Identify margin Go further Go further opportunity Go further Go Gulf For endurance driving Go Gulf Workshop Go Gulf For endurance driving Option: Matt seal on both sides for comms fi t out For endurance driving Partnership Agreement Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE

Workshop Name, Address Line, City Name, County, POST CODE, Country For endurance driving +(00) 0000 000 000 Go further Go further Go Gulf Go Gulf Pick up a pack today For endurance driving For endurance driving WITH ENGINE DETOXIFIERS Social media ULTRA SMOOTH DRIVE added protection Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

WITH ENGINE DETOXIFIERS Dedicated microsite ULTRA SMOOTH DRIVE

WITH ENGINE DETOXIFIERS Marketing support options Workshop Customers ULTRA SMOOTH DRIVE Retail and Workshops Local Ad templates

External signage Gold Web banner templates Get connected online with social media

Counter top display Silver Internal signage Hanging display Window graphics Go further Go Gulf Channel Go further GO FURTHER Go Gulf Flexi Flags Customer E shots Go further GO GULF Go further Go Gulf @GofurtherGoGulf Go Gulf Go further Go Gulf Channel Shelf Strips and Wobblers WEC 6 HOURS OF MEXICO CITY Featured channel GO FURTHER GO GULF Bor moluptassus sunt ea vid molupidunt, quam, sitatem saestior sequam, odicate autatium sunt a volum et enis excerrunt veliqua spedicium fugitas dolorest facest voluta nos exeri idesectur magnihil mod mosantur, ut que doluptas dolupta ernate volorro tem dolorporecti adias maximus et aut endaecupta quat ut plaborr orporro Bronze cuptur alitio esto bea nument.

Go further Go Gulf @GofurtherGoGulf Um quosapis aut et fugitis excepta

venimaios abo. Abo. Equatiunt que www.gulfracing.com/gofurther nonsequ amendi ium et omnis eumque eos alis num re odior millut.

gulfoilltd.com/gofurther

Driver change practice in Imola Gulf racing team up with savile Gulf racing complete le mans Gulf racing take valuable points Gulf racing & position one row 2016 in spa motorsport team up with ohw

www.gulfoilltd.com

To discuss your needs in more detail, or if you want to fi nd out more information, please get in touch with your local Gulf representative.

Telephone: xxxxx xxx xxx Email: [email protected] Sales Presenter – Inner Spread or visit: www.xxxxxxx.xxx

Copyright © 2016 Gulf Oil International.com. All rights reserved. Gulf_WEC_SALES_PRESENTER_6PP A4_BROCHURE_Af B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Channel Partner Promotional Material – Email and Web Banner 14 For illustrative purposes only

Campaign themed emails can E–Shot Wide Skyscraper 160x600px be used to reach out to target Gulf Oil – Go further Go Gulf workshops and prospect customer base. Gulf Oil International John Smith

Gulf Oil – Go further Go Gulf The email can be used to start the conversation and link to other social media channels promoting ‘Go further Go Gulf’.

A digital banner is available in Skyscraper format to support Go further this activity. Go Gulf Driving business opportunity

gulfoilltd.com Join the team

Gulf Oil – Go further Go Gulf Our lubricant range offers you business performance Gulf Oil International John Smith benefi ts and your customer greater freedom with track tested Gulf Oil – Go further Go Gulf longevity and engine protection to ensure they get the most out of their vehicles.

Rewrite the rules for partnership and profi t and get a chance to win unique Go further Gulf Racing prizes and race day tickets. Go Gulf Driving business opportunity

gulfoilltd.com Join the team Call XXXX XXXXXX or email [email protected] for more information

Our lubricant range offers you business performance benefi ts and your customer greater freedom with track tested longevity and engine protection to ensure they get the most out of their vehicles.

Rewrite the rules for partnership and profi t and get a chance to win unique Gulf Racing prizes and race day tickets.

Call XXXX XXXXXX or email [email protected] for more information

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Channel Partner Promotional Material – Email Sign Off 15 For illustrative purposes only

A sign off on outgoing emails E–Signature can be used as a reminder note for the recipient.

It can be adapted to be used by Name Here channel partners looking for Brand and Marketing Executive partners to join the team. Gulf Oil International Group

Go further Go Gulf

Join the team

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Applying the ‘Go further Go Gulf’ Activation Campaign in Market 16 For illustrative purposes only

There are 3 levels of support available Channels sales tools to retail and workshop partners; Gold, Silver and Bronze. Web banners – call to action A4 6pp Sales presenter These should be offered subject to length of partnership and Prospect E shots profit margin opportunity (see example grading). The campaign is supported by a range of social media activity to keep track of the Gulf Racing team throughout the season. Incentive tiers Retail and Workshops Workshop Customers Social media Each market should set their own levels and decide what goes into External Signage Print Ad Templates Dedicated Microsite Cut Out Standee Race Day Tickets each package. Gold Larger Display Items 3500 litres

Window graphics Counter Top Display Flexi Flags Track Day Tickets Silver Internal Signage Product Display 2800 litres Hanging Display Web Banner Templates

Pull–up Banners Shelf Strips and Wobblers Merchandise Bronze Cheat Sheets Customer E shots 1600 litres Incentive materials Incentive Materials 17

Go further Go Gulf 02: B2B2C Retail and Workshop materials

A range of display materials to bring Additional materials to help the team ‘Go further Go Gulf’ to life in retail and understand the value propositions of the workshop spaces. Gulf Oil passenger car lubricant range and successfully up-sell its performance benefits to customers. Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Workshop – Seat Covers 18 For illustrative purposes only

Branded seat covers are proven to be practical and useful within your business and will also help to promote Gulf’s premium quality products and services to consumers.

Go further Go Gulf For endurance driving

B2B B2B2C B2C Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Workshop – Mirror Hangers and Funnels 19

Branded mirror hangers Mirror Hangers serve as a practical and useful reminder of the service quality and endurance capabilities of the Gulf Oil lubricant when a driver collects their vehicle from a workshop.

Mirror Hangers Size: 185 x 67mm, punched to shape Print spec: 4 colour onto both sides only Funnel Option: Matt seal on both sides for Go further added protection Go Gulf

For endurance driving Ultimate driving endurance Create perceived added value for

your business by offering a branded G

o o

f

disposable compact funnel in case u

r G

t

h

customers need to top their engine o

e

f

u r r

r

G oil up between store/workshop visits. t

h

o

e

G

r r

A smart reminder of the WEC and G

u

o

l f

Gulf Racing partnership right at the G

u l

point of use. f

Funnels gulfoilltd.com Call to action Size: 259 x 206mm, punched to shape, scored, folded and glued Print spec: 4 colour onto one sides only Gulf_WEC_SALES_Mirror_Hangers_Af

Gulf_WEC_SALES_Funnel_Af

B2B B2B2C B2C Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Workshop – Branded Service Wallet 20 For illustrative purposes only

Use the branded service wallet Branded Wallet – Cover to house vehicle service paperwork and reinforce the ‘Go further’ partnership message when a customer collects their vehicle. Go further Go Gulf For endurance driving

Thank you for your custom

Dealership Name Address Line, City Name, County, POST CODE, Country Branded Wallet – Inner Spread +(00) 0000 000 000

Go further

+(00) 0000 000 000 000 0000 +(00)

Address Line, City Name, County, POST CODE, Country CODE, POST County, Name, City Line, Address Go Gulf

Dealership Name Dealership For endurance driving

your custom your

for you Thank

For endurance driving endurance For

Go Gulf Go Dealership Name

Address Line, City Name, County, POST CODE, Country

+(00) 0000 000 000

Go further Go

B2B B2B2C B2C Branded Wallet – Back Covercustom your

for you Thank Brand Implementation Toolkit v1 Silver Gulf WEC Partnership Workshop – Branded Overalls/Uniform 21 For illustrative purposes only

Clothing items will enhance your business image and build recognition for the Gulf Oil endurance message.

B2B B2B2C B2C Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Instore/Workshop/Fuel Station – Temporary Point of Sale 22 For illustrative purposes only

If space is at a premium temporary Pop–Up Banner Stands banner displays can reinforce the instore campaign messaging when positioned close to the workshop reception/store entrance

Pop-Up Banner Stands Size: 800 x 2130mm with 150mm bleed Print spec: 4 colour onto one side only

B2B B2B2C B2C Brand Implementation Toolkit v1 Silver Gulf WEC Partnership Exterior Display Signage – Temporary Messaging 23

Temporary exterior signage can Flexi–Blade Flags reinforce the instore campaign messaging when positioned close to the entrance, adjacent to walkways or car parks.

Flexi-Blade Flags Size: 3190mm x 749mm flag (medium size) Print spec: Digital print on both sides Recommendation: Sitting in a water filled base for stability – for external use

Gulf_WEC_Flexi Flag.Af.HR.pdf

B2B B2B2C B2C Brand Implementation Toolkit v1 Silver Gulf WEC Partnership Interior Display Signage – Window 24

Outsized window graphic adds Window Graphic impact and draws attention from a distance to retail or workshop environment.

Window Graphic Size: 422 x 608mm @ 25% final size – subject to individual franchise measurements, the supplied artwork should be adapted accordingly Print spec: Four colours onto one side as a vinyl punched to shape

Optional floor vinyl to extend. Gulf WEC_WINDOW_POS_SIZE TBC.zip B2B B2B2C B2C Gulf road in retail space. Brand Implementation Toolkit v1 Gold Gulf WEC Partnership Exterior Display Signage – Permanent Retail/Workshop Graphics 25 For illustrative purposes only

Signage is an important and highly visible part of the campaign.

Through the use of premium signage, you can build–up your reputation for professionalism and quality, communicate a powerful message and attract customers.

Hanging Display Size: Subject to individual franchise measurements Print spec: Spot colour (or nearest RAL) onto vinyl or other substrate

Championship Example BUSINESS NAME Go further Go Gulf For endurance driving www.address.com

Product Example BUSINESS NAME Go further Go Gulf For endurance driving B2B B2B2C B2C www.address.com Brand Implementation Toolkit v1 Gulf WEC Partnership Instore/Workshop – Incentive and Cheat Sheets 26

Use the up-sell leaflet to help inform Printed Cheat Sheet for Product Descriptions Baseball Caps customer enquiries around Gulf Oil and Key Benefits endurance benefits.

Motivate your instore/workshop team with sales competitions and incentives. You can offer: • Merchandise

• A chance to win race tickets For illustrative purposes only • Team equipment

– better tools Promotional Poster Pack Sales Tracker Board – coffee mugs and kettle for Workshop/Retail teams for Workshop/Retail teams – caps/clothing • Drive better customer experience Go further and sales with ‘Go further Go Gulf’ rewards Go Gulf

Team member Packs sold

Gulf WEC_CHEAT_SHEET.Af

Coffee Mug

Who’s selling the most in your team? Be the best, and you’ll win race day tickets!

B2B B2B2C B2C For illustrative purposes only Gulf WEC_TRACKER BOARD.Af 27

Go further Go Gulf 03: B2C Instore and Customer materials

Display materials to bring ‘Go further Helping our customer reach their Go Gulf’ to life in retail and workshop end users with targeted branded emails, receptions. advertising and social media platforms.

3 tiers of a promotional toolkit available These materials offer the customer the depending on volume of lubricant ordered chance to stay in touch with Gulf and by the business. become a brand supporter – reinforcing the possibility of a new sale or top-up By picking suitable materials the owner opportunity. can guide the customer journey in their store/workshop to a successful sale. Brand Implementation Toolkit v1 Gulf WEC Partnership The B2C Customer Journey 28 For illustrative purposes only

Awareness In store Go further Go Gulf environment For endurance driving

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Go further Go further Go Gulf Go Gulf Microsite For endurance driving For endurance driving Hanging Print Ad Web signage banner Ad

Display signage WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE This flow diagram illustrates Counter-top Point of Sale display a typical customer journey, Go further from ‘sparking interest’ Go further Product Go Gulf Go Gulf to purchase and building For endurance driving For endurance driving display WITH ENGINE DETOXIFIERS future brand connection. ULTRA SMOOTH DRIVE Pick up a pack today

For endurance driving Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE

Building brand advocates post purchase

Counter-top

Social media Gulf Oil – Go further Go Gulf

pack display Gulf Oil International John Smith

Gulf Oil – Go further Go Gulf

Go further

Go Gulf GO FURTHER Go further GO GULF Go Gulf For endurance driving

Go further Go Gulf @GofurtherGoGulf gulfoilltd.com Join the team Um quosapis aut et fugitis excepta venimaios abo. Abo. Equatiunt que nonsequ amendi ium et omnis eumque eos alis num re odior millut.

gulfoilltd.com/gofurther Gulf Oil’s passenger car lubricant range offers you greater freedom with track tested performance and engine protection to ensure you get the most from your superbike.

Available from Purchase Workshop Name Address. Tel Number Follow-up email B2B B2B2C B2C Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Instore – Posters 29

Instore posters convey the key Car Imagery Lead Pack Imagery Lead WEC Gulf Racing message and should be displayed framed where possible. Go further Go further A2 Display Posters Size: 420 x 594mm with 150mm bleed Go Gulf Go Gulf Print spec: 4 colour onto one side only For endurance driving For endurance driving

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE

Gulf_WEC_INSTORE_A2_POSTER_CAR_AF.pdf Gulf_WEC_INSTORE_A2_POSTER_PACKS_AF.pdf

B2B B2B2C B2C Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Workshop – Counter Mat 30

Counter mats add impact at reception area right at the Go further Go Gulf customer point of purchase. For endurance driving

A3 Counter Mat Size: 420 x 297mm on to 3mm foam backing Print spec: 4 colour plus laminate seal onto one side only

Gulf_WEC_COUNTER_MAT.Af.HR.pdf

B2B B2B2C B2C Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Instore – Point of Sale: Call to Action 31

Internal display is also a fundamental Wobblers part of the consumer experience.

Campaign display elements can identify, advertise, promote, inform and direct. It is important to maximise Go further Go further the impact of these vital applications. Go Gulf Go Gulf For endurance driving For endurance driving Because businesses vary in size and layout, the following internal signage visual examples are for guidance only.

Wobblers WITH ENGINE DETOXIFIERS Size: 250 x 22mm (approx) final size tbc ULTRA SMOOTH DRIVE by Distributor Gulf_WEC_POS_WOBBLER.Af.HR.pdf Print spec: 4 colour onto one side only Punched to shape Shelf Strip – No wobblers

Shelf Strip Go further Go Gulf For endurance driving Size: 38 x 500mm approx) final size tbc by distributor Gulf_WEC_SHELF_STRIP_NO_WOBBLER.Af.HR.pdf Print spec: 4 colour onto one side only Shelf Strip – To work with wobblers Option: Matt seal on one side for added protection For endurance driving

Gulf_WEC_SHELF_STRIP_WOBBLER.Af.HR.pdf

Shelf Strip – Wobblers in-situ

For endurance driving Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving

B2B B2B2C B2C

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE Brand Implementation Toolkit v1 Bronze Gulf WEC Partnership Instore – Signage 32 For illustrative purposes only

Hanging signage adds impact Hanging Banners across the store or reception area above the visual noise of other Go further displays. Go Gulf Where possible, use of hanging POS For endurance driving such as this adds impact over the WITH ENGINE DETOXIFIERS product display and can be used ULTRA SMOOTH DRIVE to reinforce the main campaign Pick up a pack today message and call to action.

Alternative directional messaging with the main campaign theme to signify reception can also support the campaign in areas Go further of key customer activity. Go Gulf For endurance driving Hanging Display Size: Printed size A3+ 297 x 420mm Print spec: Four colours both sides Punched to shape Option: Print with an extra colour – PMS Gulf Orange 165

Reception

B2B B2B2C B2C Brand Implementation Toolkit v1 Silver Gulf WEC Partnership Instore – Hanging Point of Sale 33 For illustrative purposes only

Where possible, use of hanging POS Hanging, Spinning Sign such as this adds impact over the product display and can be used to reinforce the main campaign message and call to action.

Hanging Display Size: Printed size A3+ 297 x 420mm Print spec: Four colours both sides Punched to shape Option: Print with an extra colour – Go further Go further PMS Gulf Orange 165 Go Gulf Go Gulf For endurance driving For endurance driving

Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE

WITH ENGINE DETOXIFIERS

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE ULTRA SMOOTH DRIVE

B2B B2B2C B2C Brand Implementation Toolkit – June 2016 Silver Gulf WEC Partnership Instore – Counter Top Display 34

Instore we want to reinforce the Championship Image Lead Cheat Sheet WEC Gulf Racing partnership and direct customers to the lubricant range. Go further Counter top displays close to point of sale instore or at a service bay Go Gulf reception, act as reminders of the For endurance driving Go further lubricants instore and act as a prompt for conversation between till operator Go Gulf and customer. For endurance driving

Counter Top Display Formula ULE 5W-40 Size: Printed size A3+ 297 x 420mm Power for longer Modern cars have smaller engines which need to generate more Print spec: Four colours onto one side only power and therefore run hotter than before thus requiring extreme Punched to shape performance from the lubricant to keep the vehicle at peak power. Option: Print with an extra colour – Gulf Formula ULE 5W-40 with Power Max molecules protects your engine from wear and sludge (that slows down the power) PMS Gulf Orange 165 for a longer duration thus keeping the car performance at peak power even under extreme conditions. Go further Go Gulf - 22% better sludge rating (as tested under standard industry test) For endurance driving - 39.5% better wear (as tested under standard industry test) - 10% better rating in ring sticking (as tested under standard industry test) - The combination of above gives you sustained power for LONGER - Better than industry standards driving experience

Gulf_WEC_COUNTER_TOP_DISPLAY_Af.HR.pdf Counter top display reverse provides a handy place for helpful sales prompts to guide your team through a customer conversation. Example shown is product specific adapt ranges sold in your market. B2B B2B2C B2C Brand Implementation Toolkit v1 Silver Gulf WEC Partnership Instore – Counter Top Display Stand 35 For illustrative purposes only

These flexible sales display stands can be adapted as a smaller counter top unit. It’s ideal for providing a reception or till operator the opportunity to upsell to a customer.

B2B B2B2C B2C Brand Implementation Toolkit v1 Silver Gulf WEC Partnership Instore – 4 Litre Pack Sales Display Stand 36 For illustrative purposes only

Suitable for instore retail environments – whether at the workshop reception or within a service station shop.

This flexible sales display stand can be built for larger retail spaces. The wobblers can be used in conjunction with this unit.

Optional floor vinyl to extend. Gulf road in retail space.

B2B B2B2C B2C Brand Implementation Toolkit v1 Silver Gulf WEC Partnership 3D Effect Print Options 37

Below are additional thought starters to further enhance the customer experience and to offer ideas for printing techniques and technical enhancements.

UV litho/digital lenticular printing Holographic printing Other options: Effects: Printed on durable polymer these holograms are Die-cut shapes Ultra deep 3D Lenticular water proof and rugged. Only a single light source 3D Lenticular such as halogen or LED is required. Flip Lenticular Full or horizontal parallax. Motion Lenticular Very expensive to produce, prices vary according Animated Loop Lenticular Spot UV/drip-off Morphing Lenticular to colour or mono. Zooming Lenticular Benefits: Hybrid Lenticular True 3D digital holograms without the glasses Breathtaking and compelling imagery Finishes and options: Foil blocking Card and Plastic backings No special equipment required, just a light! Adhesive backings (perm and repositionable) Fast and effective communication of ideas and Full colour print on reverse design’s, facilitating quick decision making Digital personalisation Unlike physical models holograms are easy to store Die cutting Include animation, channeling/design phasing Embossing/debossing Wide range of data sources supported Portable, waterproof and durable.

Metallic/day-glow inks printing

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Digital Advertising – Promotional Email 38

Campaign themed emails can be E–Shot used to reach out to a workshops Gulf Oil – Go further Go Gulf existing or prospect customer base.

Gulf Oil International

John Smith The email can be used to link to other Gulf Oil – Go further Go Gulf social media channels promoting ‘Go further Go Gulf’ and the workshops own website.

Go further Go Gulf For endurance driving

Gulf Oil – Go further Go Gulf gulfoilltd.com Join the team

Gulf Oil International

John Smith

Gulf Oil – Go further Go Gulf Gulf Oil’s passenger car lubricant range offers you greater freedom with track tested performance and engine protection to ensure you get the most from your superbike. Go further Go Gulf Available from For endurance Workshop Name driving Address. Tel Number

gulfoilltd.com Join the team

Gulf Oil’s passenger car lubricant range offers you greater freedom with track tested performance and engine protection to ensure you get the most from your superbike.

Available from Workshop Name Address. Tel Number

Gulf_WEC_DIGITAL_ESHOT_AF.psd

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Digital Banners 39

Digital banners are available in the Wide Skyscraper 160x600px Leaderboard 728x90px following sizes: Championship Product Championship Skyscraper Leaderboard MPU Artboard 2 copy.jpg

There is clear space indicated Product for the retail/workshop name. The banner should be set up as a direct click through to the relevant URL/site. Artboard 1.jpg

Use to raise awareness on related websites and drive people instore MPU 300x250px or to the workshop. Championship Product

Artboard 5.jpg Artboard 6.jpg

Gulf_WEC_DIGITALBANNERS_AF.indd:4 Gulf_WEC_DIGITALBANNERS_AF.indd:4 B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Print Advertising 40

Print advertising templates are Car Imagery Lead Product Pack Imagery Lead available in the following sizes: Go further ‘A’ formats Go Gulf Half page Go further For endurance driving Quarter page Go Gulf Car and Pack options For endurance driving

There is clear space indicated for WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE the retail/workshop contact details. Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today Use to raise awareness in the local area and drive people instore or to the workshop. Gulf_WEC_A4_AD_PRODUCT_AF.pdf Gulf_WEC_A4_AD_MONO_BIKE_AF.pdf Size: Various Print spec: Four colours or mono as shown Option: Print with an extra colour – PMS Gulf Go further Orange 165 Go Gulf For endurance driving

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Gulf_WEC_A4_AD_BIKE_AF.pdf

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Print Advertising – Smaller Page Ad Formats 41

Single page – Championship imagery lead 1/4 page – Championship imagery lead Go further Go Gulf Go further For endurance driving Go further Go Gulf Go Gulf For endurance driving For endurance driving

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Half page – Landscape

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Gulf_WEC_A5_LANDSCAPE_AD_BIKE_AF.pdf Gulf_WEC_QUARTERPAGE_AD_BIKE_AF.pdf

Go further Go Gulf For endurance driving Half page – Landscape – Product imagery lead 1/4 page – Product imagery lead Go further Go further Go Gulf Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000 For endurance driving Pick up a pack today Go Gulf For endurance driving

1/4 page – Portrait

WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

WITH ENGINE DETOXIFIERS Pick up a pack today ULTRA SMOOTH DRIVE

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Gulf_WEC_A5_LANDSCAPE_AD_PRODUCT_AF.pdf Gulf_WEC_QUARTERPAGE_AD_PRODUCT_AF.pdf

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership ‘Go further Go Gulf’ Microsite 42 For illustrative purposes only

A smaller agile website designed to function as a supplement to the three primary campaign websites operated by Gulf Oil, FIA WEC and the Gulf Racing team.

Social media activity can reinforce the performance benefits of the Gulf lubricant range and direct the customer here for…

• WEC updates • Video footage from each race • Product range information

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Social Media Activity 43 For illustrative purposes only

Inviting customer and workshop Go further Go Gulf Channel owners to join the conversation GO FURTHER Go further GO GULF and interact with the WEC and Go Gulf

Gulf Racing experience. Go further Go Gulf Channel

WEC 6 HOURS OF MEXICO CITY Featured channel

GO FURTHER GO GULF Bor moluptassus sunt ea vid molupidunt, quam, sitatem saestior sequam, odicate autatium sunt a volum et enis excerrunt veliqua spedicium fugitas dolorest facest voluta nos exeri idesectur magnihil mod mosantur, ut que doluptas dolupta ernate volorro tem dolorporecti adias maximus et aut endaecupta quat ut plaborr orporro cuptur alitio esto bea nument.

GO FURTHER GO GULF Driver change practice in Imola Gulf racing team up with savile Gulf racing complete le mans Gulf racing take valuable points Gulf racing & position one row 2016 in spa motorsport team up with ohw

Get people to join the conversation…

Regularly Add and Update New Videos Regularly Add New Images and Videos Encourage existing and new subscribers to like, comment Encourage existing and new subscribers to like, comment on and share content. Video’s can be used for competitions on, share, and upload their own images to the feed. and other end-user engagement opportunities.

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Social Media Activity 44 For illustrative purposes only

Inviting customer and workshop Go further owners to join the conversation Go Gulf and interact with the WEC and Go further Gulf Racing experience. Go Gulf @GofurtherGoGulf

Go further Go Gulf @GofurtherGoGulf Um quosapis aut et fugitis excepta venimaios abo. Abo. Equatiunt que nonsequ amendi ium et omnis eumque eos alis num re odior millut. www.gulfracing.com/gofurther gulfoilltd.com/gofurther

GO FURTHER GO GULF

Get people to join the conversation…

Regularly Tweet – Events, Multimedia Content Regularly Post – Events, Multimedia Content and Comments and Comments Encourage existing and new subscribers to like, comment Encourage existing and new subscribers to like, comment on and share content. Promote events and engage with on and share content. Promote events, use Call to subscribers. Promotional tweets can be used to advertise Action buttons and engage with subscribers. Can be product. Use for competitions and other end-user engagement used for competitions and other end-user engagement opportunities. Share articles and links from external providers to opportunities. Share articles and links from external drive and increase user engagement. Tweets with images are providers to drive and increase user engagement. far more likely to be liked and retweeted.

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Action Video Themes 45 For illustrative purposes only

Suggested ways of capturing ‘Go further Go Gulf’ Campaign Themed Approaches and creating online video marketing content around the WEC and Gulf Racing experience, for use on social media channels. Footage from the races will be made available for use.

Go the Distance… Longer Life Track Tested Gulf Racing Partners A single lap at speed of a World Slow-mo of Porsche at speed Behind the scenes in paddock Reportage style footage of ‘Track Endurance Championship race around a corner. Camera workshops – engine servicing day’ winners living the circuit from driver’s view. Camera positioned at side of circuit. and oil top up. Camera positioned experience. Hand-held footage positioned on dashboard or side waist high on suitable workshop capturing key activities. of car. surface.

Race Day Themed Approaches

Every Detail Extreme Close Up A Day in the Life (Driver) A Day in the Life (Engineer) A behind the scenes, time lapse Reverse shot of driver from All the preparation before the All the preparation before the of race days from the pit garage. several unusual angles. Locked race, we get a glimpse into the race, we get a glimpse into the Camera placed in the garage off shots of the video camera drivers routines and superstitions. engineers routines. Hand-held recording in time-lapse mode of looking at the driver. Headcam picks all aspects of steady cam capturing small the whole event (plus hanging race day before the first event. interviews with time code. down from the ceiling).

B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Press Engagement 46 For illustrative purposes only

Use the power of our WEC and Press Briefing Press Release Email/ Gulf Oil – Go further Go Gulf

Gulf Oil International Gulf Racing partnership to engage Pre-race weekend or during testing, invite selected Letterhead John Smith with the media to build stories around press to a ‘roundtable’ event to meet the drivers, get a Use these to release team Gulf Oil – Go further Go Gulf chance to look at the Porsche 911. news, race updates and our key values of Quality, Endurance interviews with the drivers and Passion. and senior mechanics. Go further Go Gulf For endurance driving

gulfoilltd.com Join the team

Gulf Oil’s passenger car lubricant range offers you greater freedom with track tested performance and engine protection to ensure you get the most from your superbike.

Available from Workshop Name Address. Tel Number

Press Pit Day Go further Go Gulf Competition Invite the press into the WEC pits for a day so they can see the partnership working in harmony to Run a competition with specific achieve peak performance. relevant titles where readers can win selected numbers of branded merchandise or race day tickets. This will give you a chance to reinforce the exposure with an article and/or a product ad in the same issue. Normally a multiple choice question about the team is a good way to encourage engagement.

Please note: you need to list appropriate T&Cs local to your market.

B2B B2B2C B2C 47

Go further Go Gulf 04: ALL Implementation

Activation planning and timing examples to guide the process and build a platform for a successful launch. Brand Implementation Toolkit v1 Gulf WEC Partnership Campaign Activation 48

01: B2B 02: B2B2C 03: B2C Channel Planning Retail and Workshops Instore and Customers

Gulf Oil – Go further Go Gulf

Gulf Oil International John Smith Gold Gold Gulf Oil – Go further Go Gulf

Go further Go further • Cut out standee Go Gulf Go Gulf Go further For endurance driving For endurance driving • Larger display items Go Gulf For endurance driving

gulfoilltd.com Join the team

WITH ENGINE DETOXIFIERS Gulf Oil’s passenger car lubricant range offers you greater ULTRA SMOOTH DRIVE

freedom with track tested performance and engine protection Workshop Name, Address Line, City Name, County, POST CODE, Country Workshop Name, Address Line, City Name, County, POST CODE, Country to ensure you get the most from your superbike. +(00) 0000 000 000 +(00) 0000 000 000 Pick up a pack today Pick up a pack today Available from Workshop Name Address. Tel Number Go further Go Gulf For endurance driving Silver Silver Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving Go further Go further Go Gulf Go Gulf For endurance driving

For endurance driving WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE

Workshop Name, Address Line, City Name, County, POST CODE, Country +(00) 0000 000 000

Pick up a pack today

Gulf Oil – Go further Go Gulf

Bronze Bronze Gulf Oil International John Smith

Build Activation Gulf Oil – Go further Go Gulf

Go further Go Gulf For endurance driving Go further Go further Go Gulf Go Gulf For endurance driving For endurance driving Go further gulfoilltd.com Join the team Go Gulf For endurance driving Gulf Oil’s passenger car lubricant range offers you greater

Team member Packs sold freedom with track tested performance and engine protection to ensure you get the most from your superbike. WITH ENGINE DETOXIFIERS ULTRA SMOOTH DRIVE Available from Workshop Name Address. Tel Number Go further Go Gulf For endurance driving

Who’s selling the most in your team? Be the best, and you’ll win race day tickets!

04: ALL

GO FURTHER Build Advocates Social Media GO GULF

Go further Go Gulf Channel GO FURTHER Go further GO GULF Go further Go Gulf Go further Go Gulf @GofurtherGoGulf Go Gulf Go further Go Gulf Channel

WEC 6 HOURS OF MEXICO CITY Featured channel

GO FURTHER GO GULF Bor moluptassus sunt ea vid molupidunt, quam, sitatem saestior sequam, odicate autatium sunt a volum et enis excerrunt veliqua spedicium fugitas dolorest facest voluta nos exeri idesectur magnihil mod mosantur, ut que doluptas dolupta ernate volorro tem dolorporecti adias maximus et aut endaecupta quat ut plaborr orporro cuptur alitio esto bea nument.

Go further Go Gulf @GofurtherGoGulf Um quosapis aut et fugitis excepta venimaios abo. Abo. Equatiunt que www.gulfracing.com/gofurther nonsequ amendi ium et omnis eumque eos alis num re odior millut.

gulfoilltd.com/gofurther

Driver change practice in Imola Gulf racing team up with savile Gulf racing complete le mans Gulf racing take valuable points Gulf racing & position one row 2016 in spa motorsport team up with ohw Brand Implementation Toolkit v1 Gulf WEC Partnership Activation Planning 49 For illustrative purposes only

Campaign themed emails can be Example 3-stage Activation Plan used to reach out to a workshop’s existing or prospect customer base. Plan Launch Monitor The email can be used to link to other social media channels Stage 1 Stage 2 Stage 3 promoting ‘Go further Go Gulf’ Email/DM Audit location Pre publicity 1 week and the workshop’s own website. introduction for materials Local press business review

Meeting Order material 1 month Leave behind and stock Invitations business review

Identify margin Workshop Key customer 3 month opportunity briefing emails business review

Partnership Workshop Instore launch Agreement comms fit out Brand Implementation Toolkit v1 Gulf WEC Partnership Approval Process 50

All countries must submit all new creative communications and branding applications to Global Marketing for approval prior to implementation.

The diagram below outlines the approval process for the submission of creative proposals to the Global Marketing team.

TheGulf GulfOil International Brand Version 1: May 20141 Information regarding primary Gulf branding can be found in the Gulf Brand Standards guidelines.

Brand Standards For further assistance, contact Gulf Oil International Brand and Marketing Executive, Daniela Russell – [email protected]