Pilot Flying J Unleashes New Ad Campaign

The focus? Its super-clean bathrooms.

September 02, 2016

KNOXVILLE, Tenn. – How do you market a truck stop? If you’re Pilot Flying J, you highlight your bathrooms, Advertising Week reports. The travel center chain has unleashed its first big connected marketing campaign by putting its restrooms in a starring role, in addition to its WiFi and foodservice.

The brand’s new 30-second television commercial highlights the bathrooms, as do one of the company’s four new print ads. “There’s nothing hugely sexy and glamorous about travel centers along the interstate, and restrooms are a hard thing to showcase,” said Whitney Johnson, vice president of brand and consumer experience. “But they're important to customers and especially families.”

Ahead of this campaign, Pilot Flying J is in the middle of a $100-million-bathroom renovation to bring “clean, modern” restrooms to its centers that have LED lights and Italian tile. NACS research has shown that restrooms are the reason 70% of drivers stop at convenience stores, with bathroom cleanliness a major factor in where those stops will occur—that places restrooms on par with food in terms of importance.

NACS has spoken often about the importance of bathrooms to a convenience store’s brand, whether through good design or ensuring cleanliness.

The other print ads publicize the chain’s gourmet coffee and myPilot app. Pilot Flying J also is sponsoring a college football game next week between the Tennessee Volunteers and the Virginia Tech Hokies for the Pilot Flying J Battle at Bristol.

Advertisement
Advertisement
Advertisement