Castrol Becomes Exclusive Oil Sponsor Of Kelley Blue Book

Publishers Note: We would like to congratulate Castrol for recognizing the value of an exclusive integrated sponsorship of an automotive web site..

In 1996 in a far sighted move Pennzoil the number one provider of motor oil, through their ad agency Eisamen, Johns and Laws and their futurist president Dick Westman, became the first ever exclusive product sponsor a web site: The Auto Channel.

So it only took 6 years or another oil company to wake up...hey where are you Shell, Havoline, Valvoline?

WAYNE, N.J., June 4 -- Castrol North America today announced an agreement in which Castrol GTX High Mileage will become the exclusive motor oil sponsor of Kelley Blue Book's kbb.com, the most trusted online source of automotive information for vehicle owners, buyers and sellers. Castrol GTX High Mileage is a premium motor oil specifically engineered to help vehicles with more than 75,000 miles reduce oil burn-off, engine wear and deposit formation.

As part of the agreement, Castrol will provide expert content for kbb.com's Tools, Tips and Advice department, co-sponsor an online sweepstakes and include kbb.com in Castrol's racing and product e-mail promotions. Additionally, banner ads for Castrol GTX High Mileage will be prominently featured on kbb.com.

"Our partnership with Kelley Blue Book takes Castrol's online marketing efforts for Castrol GTX High Mileage to a new level of sophistication and effectiveness on a site that delivers the core customer for our new motor oil," said Bruce Firkins, vice president of consumer marketing for Castrol North America. "With this comprehensive sponsorship, we are supporting banner advertising with integrated content to demonstrate Castrol's expertise in high-mileage engine maintenance."

"Vehicle owners, buyers and sellers rely on kbb.com because it offers independent information of real value to those in the marketplace for cars," said Stephen Henson, vice president of Marketing and Business Development, Kelley Blue Book. "We believe the additional services provided through partnerships with leading brands, such as Castrol GTX High Mileage, add to the value of our site's information."

The one-year partnership launches with banner advertising and sponsorship of the Tools, Tips & Advice sponsorship in June.