Businesses using free gas as promotions

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The prize of the summer of 2008 seems obvious. It's gas, of course.Gas to make it easier to justify that new Chrysler, which is promoting sales by subsidizing the fuel. Gas to lure shoppers to stores. Gas to encourage tourists to spend a few nights in town."Definitely, there are more promotions involving gas," said Peg Heetmann of Promotion Mechanics, a Connecticut company that helps set up contests and sweepstakes.Marketing employees buy gas, too, and have been watching the price of a gallon of regular creep up to near -- and in many places above -- the $4 mark.Promote a product or business is especially tough in a sour economy. But there's a sure bet to build a little good will, draw media attention and maybe generate some sales.Playing the gas card gets consumers moving. The promotions team at Chrysler souped up its summer sales season with its "Let's Refuel America" deal. Car buyers who drive away with their new vehicle during a limited time receive a deal to lock in three years of gas at $2.99 per gallon.Of course, there's a natural connection between automobiles and gasoline. Those considering using fuel in their marketing efforts need to make sure there's some sort of link, Heetman said.But Americans use gas for so many things that it doesn't seem to be a difficult connection to make.Callaway Golf is offering a $100 American Express gas card with the purchase of certain new drivers. The company's promotional materials said it is hoping to help make the drive to the course easier."Basically, we realize that the rising gas prices are making all consumer purchasing choices more difficult," said Tim Buckman, a spokesman for the Carlsbad, Calif., company.Summer vacations American-style generally involve burning a bit of fuel, too.In a marketing campaign that began earlier this week, the Pittsburgh tourism organization, VisitPittsburgh, began offering $10 GetGo gas card for each night's stay booked through it. "You get here, we'll get you home," said Beverly Morrow-Jones, executive director.Other tourism destinations are going down the same road. In Virginia, hotels are offering gas rebates while a business near Shenandoah National Park has a deal offering $25 gas cards.Hershey Lodge and The Hotel Hershey sent out a bed and breakfast package offer that included a $50 gas certificate."I think people need an incentive when things are looking like they're looking now," Morrow-Jones said.Sometimes the right promotion can pay off in unexpected ways. Verizon Yellow Pages and Superpages.com, both owned by Dallas-based Idearc, have been doing the free gas giveaways around the country as a way to raise awareness of the phone books.Lately, the interest in fuel seems especially strong. "Prices are so high that it's something hitting a nerve with consumers," company spokesman Andrew Shane said.(E-mail Teresa F. Lindeman at tlindeman(at)post-gazette.com)(Distributed by Scripps Howard News Service, www.scrippsnews.com.)