BRAND ADVERTISING

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3Brand T ru ths 1

Brand St ra tegy 2

Brand Adver t i s ing – Te lev is ion , P r in t , D ig i ta l and

Po in t o f Purchase 4

Grassroots Pub l i c Re la t ions 13

Promot ions 15

Cause Market ing 18

Soc ia l Deve lopment In i t ia t i ves 19

SECTIONIN THIS

It’s the end of a tumultuous decade. The country suddenly finds itself suffering from a recession. Politicians are squabbling about the role government should play in the lives of citizens and the environment. And everyone is just mesmerized by the antics of celebrities and athletes as well as the amazing array of new electronic gadgets and gizmos. Sound familiar? You might be surprised to learn that the year was not 2010. It was 1910. Just goes to show you that while there’s been a world of change in a hundred years, a lot of things are not so very different after all.

Something else was brewing in the early 1900s. It was the birth of brand advertising and public relations as we know it today. All of a sudden, ads were plastered across every magazine and sign up and down the roadways, causing people to think about products and services in ways that they

how they added value and status to their increasingly busy lifestyles.

Cities Service founder Henry Doherty was typical of his fellow entrepreneurs of the era in understanding the value of promoting his company’s name and services to the public. The very name “Cities Service” conveyed a sense of the dawning urbanity of society while harkening to the focus on fulfilling peoples’ wants and needs for the automobiles that were becoming part and parcel of their lives.

After many turns in the road, we find we’re still focused on pretty much the same things. While, we may have changed our brand name to CITGO, our messages remain constant in showing that we still specialize in “cities service” at each of our nearly 7,000 retail locations.

To kick off our next 100 years, here’s what’s in store for 2010 in brand advertising:

BRAND ADVERTISING

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BRAND ADVERTISING

for 100 Years

The neighborhood gas station has always been our hallmark. And our strategy of showcasing you, our current generation of local heroes, continues to resonate with consumers and set us apart from other

that CITGO is chosen more than any other brand for its community involvement. That’s because of YOU!

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CITGO BP/Amoco Shell Sunoco Hess

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A larger percentage of consumers who choose the CITGO Brand cite Community Involvement as a reason for purchase over any other gas brand.

Source: The NPD Group / Motor Fuels Index

Customers Choose CITGO Because of Your Community Involvement

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BRAND ADVERTISING Who Are We Talking To?We continue to target our messages to those stakeholders that influence your business the most.

Retailers ConsumersInfluentials/Communities

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BRAND ADVERTISING

Our message points have two things in common: they reflect the values that are important to our stakeholders, and they align with our unique strengths as a brand. The different executions of the messages will be nuanced to resonate among our diverse audiences from inside the Beltway to Main Street in the communities in which we serve.

2010 Message PointsLocal Ownership – Each of the nearly 7,000 branded retail locations is locally owned and operated and is an integral and vital part of the communities in which they serve.

Doing Good – Based on the underlying principals of solidarity and social development held by CITGO and its shareholder, PDVSA, the national oil company of the Bolivarian Republic of Venezuela, the people of CITGO are dedicated to helping improve their communities and the people who live in them with good works.

Communities / Local Impact – Our community of 3,500 CITGO employees and the 55,000 workers employed by our vast retail network of independent entrepreneurs benefit the local, state and national economies.

Heritage / Centennial – In 2010, CITGO celebrates its rich 100-year heritage as an enduring success story.

Ample and Accessible Supply / Refining Might – With access to the largest crude reserves in the Western Hemisphere, CITGO receives supply from PDVSA’s wellhead in Venezuela in days as opposed to weeks. Once supply arrives it is processed through our refinery powerhouse, providing energy needed to fuel our economy.

Safety – A core value for CITGO is ensuring that our businesses are operated safely. If it is not safe, quite simply, we will not do it. The safety and health of our employees are of paramount importance in our day-to-day operations.

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BRAND ADVERTISING Brand Advertising

A century ago an ambitious ad campaign consisted of a splashy newspaper ad and a press release in the local newspapers along with some colorful signs painted on barns and billboards along the roadways. Utilizing the latest technology might involve a title ad just prior to the newest Tom Mix silent western at the local movie house.

The virtual explosion of media types since then continues to amaze us every day. With each ensuing decade, the media landscape has become increasingly crowded with new advances from radio to TV to the Internet and now the almost daily proliferation of new social/mobile options.

All along the way, Cities and CITGO have crested each new media wave:

1916: Massive publicity surrounding Henry Doherty’s orchestration of the first electric lighting of the Statue of Liberty.

1927: Radio is used to promote the introduction of Cities new gasoline, “Koolmotor” (it was colored green to add to the appeal).

1965: The TV airwaves are filled with the new CITGO logo underscored by the catchy jingle, “Zoom! Zoom!” sung by the CITGO serviceman quartet.

2009: The FuelingGood Web site is launched and promoted via a comprehensive online and social media campaign that taps into Twitter, Facebook and YouTube.

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BRAND ADVERTISING The constant, of course, is the messaging which has always focused on how we strive to make a difference in the quality of people’s lives. It’s always about “more for people” and this year’s campaign is no exception as it continues to focus on the very same core values of local entrepreneurship and doing good in neighborhoods across the nation.

Consumer TV

Evolution Campaign

MUSIC

RICH: My name is Rich, and this is my CITGO.

VOICE: Rich’s family has been in this business for generations. In fact, CITGO’s roots in communities like Milford go back 100 years. Day after day, through all those years, local families and businesses have relied on Rich’s CITGO for the things they need. Because neighbors know they can depend on one another.

Your locally owned CITGO. There at every turn.

SUPERS: CITGO logo. There at every turn.

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BRAND ADVERTISING

Corporate TV Concept FuelingGood TV Concept

In addition to our newest “local hero” spot that focuses on local ownership and community good works, we will develop spots that talk about social responsibility and FuelingGood. The common thread is the difference the people of CITGO have made in their communities over the decades wherever you find them.

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2010 Print Ad Campaign Concepts

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BRAND ADVERTISING : DIGITAL

Digital Media

FuelingGoodThe FuelingGood Web site, which launched in June 2009, truly lived up to its name as we fueled six local and most-worthy charities with a year’s worth of gas money, awarded thirty runners-up with $50 CITGO Gift cards and engaged with thousands of consumers via visits to the FuelingGood Web site, tweets on Twitter, Facebook fan postings and YouTube hits.

The winner events generated quite a flurry of publicity in their markets, creating a ripple of goodwill for the Marketers and Retailers present at the events.

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BRAND ADVERTISING : DIGITAL

Plans for the next evolution of FuelingGood are under way and will be unveiled shortly after the beginning of the year.

Evolution of FuelingGood Web Site Concept

Web Ad Concepts

Mobile App Ad Concept

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BRAND ADVERTISING : DIGITAL

State the FactsIn 2009, CITGO launched the State the Facts Web site (www.citgo.com/StateTheFacts), providing a wealth of information about the positive effect our nearly 7,000 retail locations have in the 27 states in which they reside. State the Facts is a great way to combat negative noise and misinformation in your back yard. Use these facts as talking points in conversations with your Retailers, consumers and the media to demonstrate how vitally important your and your fellow Marketers’ economic and charitable contribution is in your state.

Consumers can find these fact sheets through citgo.com or by typing “facts” and a state name in a search engine like Google, Bing or Yahoo. Marketers and Retailers can

click on “State the Facts” in the “Tools You Can Use” box.

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BRAND ADVERTISING : DIGITAL

Retailer Locator Store Web PagesAnother digital innovation is the Retailer Locator Store Web pages, which debuted last spring. These Web pages feature each Retailer listing on the store locator on citgo.com.

Each page contains static information such as MDA news, credit card information, etc. Additionally the pages are automatically customized to show the store name, links to a map and driving directions, the store address and phone number. The pages also display store attributes such as pay-at-the-pump, diesel fuel, car wash, service bays, truckstop, hours of service, etc. All of this information is gathered by our Image Impact Initiative Mystery Shopper as they visit each site. And all of this occurs without your Retailer having to lift a finger.

There is also a customer feedback box in which the customer can rate their experience at the store from “poor” to “excellent.” These comments are forwarded to CITGO Customer Service for handling with you in the event that there are issues that need attention with a location.

Why not take full advantage of this free opportunity to promote your stores by taking the customization further? It’s easy. Just get in touch with your Region Marketing Programs Manager and they will help you update dynamic areas of the page with your own, unique information such as specials, job listings, community involvement and store logo.

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BRAND ADVERTISING Making the Point at the Point of SaleYour Marketer Council told us that they wanted to send a message to consumers about the reliability and quality of CITGO gasoline. While CITGO has exacting and stringent criteria for its fuel quality that rivals any in the industry, we’re not given to making up fancy names or throwing in superfluous magic potions just to glamorize our gas. When we consulted with our chief fuel guru at CITGO he said ”What it all boils down to is simply that we have great gas without all the hype.” Simple, straightforward and so true to our no-nonsense way of doing things that we just couldn’t have said it better. Thus, your first POP wave for 2010 will tout just that message in just those words! Included in each kit are a set of handy brochures that contain frequently asked questions to assist your Retailers in sharing our fuel quality story with their customers.

2010 Point of Purchase Schedule

Jan. - Apr. Great Gas Without All the Hype

May - Aug. CITGO Plus Promotion

Sep. - Dec. CITGO Centennial

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Grassroots Public Relations

While our advertising campaigns work hard for us we add dimension to our overall messaging efforts by expanding our reach through public relations at the grassroots level. The grassroots PR activities include:

Marketers and Retailers through various outlets.

information.

especially Marketers and Retailers — and the recipients of their good works in the communities in which they serve.

campaigns.

Ongoing Proactive Campaign

Promote the Brand

OnlineOutreach

CentennialProgram

RefinerySupport

RapidResponse

Our 2010 grassroots public relations efforts will continue to center on our “community first” good works. On the drawing board are a number of ideas to amplify these successful efforts including local school sports team tie-ins, a host of green energy-saving activities and more joint ventures among marketers in specific regions.

Your Region Marketing Programs Manager can put you right in touch with our PR firm, who will help you find just the right solution for your particular need.

Central Northeast Southern

Ryan Stokes

1-800-32-CITGO,

ext. 5336

cstokes@citgo.com

Amy Ramsey

1-800-32-CITGO,

ext. 4160

aramsey@citgo.com

Ray Vaslavsky

1-800-32-CITGO,

ext. 4244

rvaslav@citgo.com

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The Big DividendWhile a good deed speaks for itself, it’s quite nice to receive recognition for it. Over the past year, literally hundreds of positive stories about the community involvement of our Marketers and Retailers have received coverage in the media. Our public relations firm is ready and willing to help shine a light on your good works. In short, you do the deed, we’ll create the buzz!

For example…

The DeedA member of the CITGO family was featured on a recent episode of the hit ABC Television show “Extreme Makeover: Home Edition.” Brian Saunders, president of Saunders Oil in Warren, Ill., provided extensive behind-the-scenes support to host Ty Pennington and the “Extreme Makeover” team as they rebuilt the home of the Stott family in Lena, Ill.

With the support of CITGO, Saunders donated 1,000 gallons of diesel and off-road fuel to the construction crew and was on-site around-the-clock filling tanks and helping keep the 106-hour construction project on track. In keeping with the spirit of giving back, which runs through all aspects of the CITGO brand, the Stott family also received $2,500 in CITGO gift cards, in addition to Saunders’ tireless volunteer efforts.

The BuzzBrian received a large amount of publicity in his town for his good work with the “Extreme Makeover” team. Almost instantly he had become something of a local hero among his customers and noticed that he was getting more traffic and sales. But the best part he told us was that it had been one of the most gratifying experiences of his life and had caused him to want to do even more in his community.

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BRAND ADVERTISING Promotions

Keep ‘em LoyalIt’s no state secret that loyalty’s the name of the game in today’s fiercely competitive marketing environment. Check out the Payment Card section for full details on the CITGO FuelLinks and CITGO Cash Back programs. Then, once you’ve signed on to one or the other, we’ve got advertising support to help you get the word out and get them coming through your doors time and time again.

CITGO FuelLinks AdvertisingCITGO FuelLinks advertising can be customized with your store information.

CITGO Cash Back AdvertisingThis off-the-shelf program allows Marketers/Retailers to provide customized fuel discounts on purchases made with cash or a proprietary CITGO card. If you wish

To order customizable Fuel Links or Cash Back advertising and POP in person, get in touch with your Region Marketing Programs contact.

On y a pa t c pa ng l ca ons Pr mot on an be d s on i ued w th ut ot ce D sc unt moun sub e t to han e uel i co nt v l d on y wh n u cha e does ot e ce d x s i g CI GO i t Ca d va ue D sc unt n CI GO us ne s Ca ds w l not e re ec ed on y ur mo th y epo t

on eve y gallon!

THERE AT EVERY TURN

When you use your CITGO Gift Card or CITGO Business Card CITGO makes

it easy to get a rebate every time you refuel Using your

CITGO card is the smart choice for instant savings

GET CASHBACK

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BRAND ADVERTISING Put Your Promotion in MotionEveryone knows the secret of retailing success is location, location, location. But that’s not enough in these competitive times. Things are tough out there and more than ever, consumers are looking for a good deal. Why shouldn’t it be your deal? We can help you catch their attention with a comprehensive package of customizable advertising materials. Your Region Marketing Programs Managers are ready to get you the ads you need to promote, promote, promote.

Customizable Retail Materials

1. Tag-able Radio Spots (:25/:05, :30/:30 and :50/:10)

2. Customizable Specials

3. Retailer Locator Store Web Page Ads Available For:– FuelingGood.com– Grand Opening– Brand Conversion – Snacks, candy and packaged drinks – Deli/Foodservice (generic)– Co-brand foodservice partner logo (i.e., Subway, etc.)– Fountain drinks– Coffee– Car Wash– Convenience: milk, bread, etc.

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BRAND ADVERTISING A Sign of Things to Come

When you convert a location to CITGO you don’t want to miss a beat in retaining your loyal customers by first, letting them know about the change coming and second, alerting them to sign up for the new CITGO credit card of

shipped when your new-to-CITGO locations reach “B” status (branding materials have been ordered and are on the way).

Make it Grand for the BrandYour store made the change to CITGO, or you just built a brand new one. Regardless, it’s time to spread the word. A grand opening should be just that: grand. And it requires a lot of planning to make it happen. To make it easy, we’ve developed a handy Grand Opening checklist and we’ve developed a brand-new POP kit that focuses on local ownership, an attribute we know is a winner for customers! And it’s all 100-percent Fat Fund reimbursable! All you have to do is get in touch with your Region Marketing Programs contact and order away.

(choose any quantity and combination you like)

o Yard Sign o Cooler Cling o Pump Topper o Flange o Print Ad/Flyer

Up, Up and AwayMake your special event a high profile one with the CITGO Cold Air Balloon. Rent one for $600 per week and pay only $300 for each additional week. Or, you can own one outright by taking advantage of the $3,500 purchase option. Either way, the FAT Fun will help you float 50 percent of the cost!

To order, visit the Retail Advertising/Sales Promotion section of

HiCORP’s Cindi Reid at 1-800-652-6051, ext. 108, or e-mail cindi@hicorpinc.com.

A Special Year for the GearCITGOGear has always been about wearables and cool stuff and this year is no exception with the addition of a special Centennial Gear line. Just move your mouse to www.citgogear.com and start cruising now to find the perfect employee rewards, customer giveaways, or just something new for you.

T ere t ev ry urn

Proud to be independently owned and locally operated.

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BRAND ADVERTISING Cause Marketing

Thousands of Acts of KindnessThanks to the extraordinary efforts on the parts of our Marketers and Retailers, millions of children and adults who suffer from neuromuscular disease have renewed hope for a brighter, healthier future. Due to countless acts of kindness on your part, CITGO continues as the top corporate sponsor of MDA. Since 1986, we have raised more than $120 million. Once again, this would not be possible without your help and for that we are truly thankful.

Going green for MDA via the MDA Shamrocks Against Dystrophy program couldn’t be easier, and it’s at no cost for your or your Retailers. The rewards are manifold. Retailers who tap into this most worthwhile of promotions say that it creates over-the-top goodwill among customers and fosters a strong sense of pride and purpose with employees. CITGO adds to the rewards with some great retail-level incentives.

Grand PrizeThe top three store managers (one per region) will receive a $2,500 travel certificate to be used toward a trip of their choice.

Store Manager IncentiveThe store manager will be awarded with a $100 Visa gift card for every $1,000 raised. Levels continue at this ratio in $1,000 increments.

Store Employee Incentive (By Region)Grand Prize – The overall, top-selling employee will receive a $500 VISA gift card.Second Place Prize – Store employee will receive a $250 VISA gift card.Third Place Prize – Store employee will receive a $100 VISA gift card.

Stuff a Stocking with CareYou can extend the season of caring for MDA into the holidays by participating in the MDA Stockings Program. It’s just like the Shamrocks program in that it is an easy, no-cost way to participate in the cause.

Create Your Own Event Golf tournaments, bowl-a-thons, black and blue balls, MDA walkathons or runs—all of these have proven to be hugely successful in raising funds while creating a warm link to communities across CITGO country. Let your imagination go and create your own special event for this most special of causes.

HAS HELPED

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CITGO-Venezuela Heating Oil Program

Celebrating Five Years of Warming Up Winter

The NeedThe CITGO-Venezuela Heating Oil Program was created in 2005 as a response to the need of thousands of low-income people in the United States affected by the high price of heating oil in the aftermath of Hurricanes Katrina and Rita.

Members of Congress penned a letter to U.S. oil companies asking for help. CITGO Petroleum Corporation was the only one to respond.

The ResponseWhat began as a single donation delivered to a low income

its original scope. Over the year, the Program has become the most important energy assistance social program by an oil company in the United States.

Today, the Program provides heating assistance to four distinct populations:

BRAND ADVERTISING

Gladys SearcyWashington, D.C.

“For two years, CITGO has given me 100 gallons, which helped

me through the winters. I didn’t believe it at first that anyone would be willing to help me, but I applied

and now I believe it. Thank you.”Joseph PavelSkokomish Tribe,Shelton, Washington“It helps us take care of our families and our homes. Everyone who has received this assistance has used it to benefit their families in a big way.”

Dorothy ConleyBoston, Massachusetts“I can remember when heating oil sold for 39 cents per gallon and now it costs more than the gas that you put in your car. Last winter, my heating bill was more than $5,000 so anything—any amount—really helps.”

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BRAND ADVERTISING The Impact In its first four years (2005 – 2009), the CITGO-Venezuela Heating Oil Program distributed 143.1 million gallons of heating oil. The program originated in 8 states and has grown to include 25 states plus the District of Columbia. This four year donation has benefited approximately:

The FutureThis year marks the fifth anniversary of the CITGO-Venezuela Heating Oil Program. Through the Program, we are able to put into action the social development principles and values of our shareholder, Petróleos de Venezuela, S.A. (PDVSA), the national oil company of the Bolivarian Republic of Venezuela. As long as lives are changing for the better, we will continue to give back.

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Heating Oil Program States