Services

• Brand Development
• Content Marketing
• PR
• Script & Speech Writing

Challenges

The Gulf Retail division of Certas Energy must balance its ambitious growth plans with a highly competitive marketplace, where all the leading protagonists are battling for an increased share. The retail environment is rapidly changing, driven by digital technology and the ever-changing behavioural traits of consumers. With the added industry challenges, for example, of global product demand, high cost infrastructure, alternative sources of energy, pricing and emissions legislation, it presents a demanding environment in which to trade and achieve success.

Certas Energy is the UK’s largest independent fuel supplier to the retail sector. Its portfolio of forecourts includes around 500 Gulf-branded forecourts and Polygon is its appointed PR resource with responsibility to support Gulf Retail in its drive for growth and to become a UK top-3 forecourt brand.

Solutions

Polygon has a three-decade history of working with the Gulf brand and Petrol Retailing industry and, alongside a detailed understanding of Gulf’s rich heritage, is equipped to prepare features both on Gulf as a leading forecourt brand and innovator alongside thought management articles that plot the changing face of petrol retailing, trends and marketing insight.

Its role in PR and Marketing support for this iconic brand evolves year on year. Always available at the drop of a hat, Polygon has supported Gulf Retail since its appointment in 2009 in a variety of marketing support functions as well as in its capacity as the preferred PR agency. Other marketing activities have included media buying, exhibition and roadshow support, content for brochures, newsletter, web site and the design of digital and traditional press advertisements.

Results

From a start point of 150 predominantly small rural outlets, the Gulf is now a top-four UK fuel brand, with 500 forecourts and ambitious plans to continue to grow through evolution and acquisition, backed by investment from Certas Energy. Polygon has been a stalwart throughout.

In 2012, Polygon created SuperStation, a forecourt initiative designed to raise standards of service and presentation on UK forecourts. Now into its 9th year, SuperStation is an award-winning initiative that enjoys industry recognition as a force for good and culminates each year with a Hollywood-style awards gala dinner at a prestigious UK resort location. It is attended by finalists, sponsors, Certas Energy personnel and key industry figures and Polygon’s role includes script and speech writing for the entire event.

Polygon was also charged with developing a new heritage-inspired uniform range for Gulf’s forecourt staff across all of the UK’s 500 forecourts. Launched in 2017, with an accompanying photoshoot and publicity event in Central London organised by Polygon, this highly acclaimed range, considered one of the best in the industry, is as popular amongst staff as it is with the customers visiting Gulf forecourts.

Polygon works to strict annual targets based on a ratio of press coverage value to spend. It has achieved these over 10 consecutive years. The measured value of coverage achieved for Certas Energy and Gulf Retail in the UK forecourt trade press alone (online and in print) has exceeded £520,000 in just four years.