New look unveiled for Esso Extra loyalty program

Launch includes double points promotion

- Customer experience enhanced

- Double Points bonus includes gasoline purchases

- Win 500,000 Esso Extra points

CALGARY, Sept. 29 /CNW/ - Imperial Oil is today announcing that it has updated its long-standing Esso Extra customer loyalty program with a fresh, modern look and new features that will improve the customer experience and enhance interaction with the program.

Improvements begin with a new, more modern look and continue through all promotional materials up to and including a brand-new multi- functional website. Our revitalized website - www.essoextra.com - provides customers with information that is tailored to their individual Esso Extra shopping experience and needs. Customers will enjoy the site's improved functionality, new state-of-the-art reward tracker and new online offers specific to Esso Extra customers. Customers still have the ability to manage their online accounts and redeem for online rewards.

To celebrate this exciting change, the full network of about 1,850 Esso retail sites across Canada will feature an Esso Extra Double Points promotion from September 27 - November 21, 2010. Bonus point offers have been available over the years with Esso Extra but this marks the first time since the program was launched in 1997 that a Double Points bonus will be available on gas, car washes and eligible convenience store products.

In addition, customers who visit essoextra.com until December 31, 2010 can enter to win one of 10 prizes of 500,000 Esso Extra points, enough Esso Extra points for free gas rewards for a year or car washes and lottery tickets for a long time.

"Having a strong customer loyalty offer is critical to ensuring the competitiveness of our Esso retail business," said Simon Smith, vice-president and general manager, Fuels Marketing, Imperial Oil. "Our current loyalty offer provides customers the unique choice of either Esso Extra or Aeroplan programs. Making the investment in Esso Extra at this time only strengthens our competitive position for the long-term."

To learn more about the updated program, go to www.essoextra.com or visit your local Esso stations.

Imperial Oil is one of Canada's largest corporations and a leading member of the country's petroleum industry. It is one of the country's largest producers of crude oil and natural gas, is the largest petroleum refiner, and has a leading market share in petroleum products sold through a coast-to-coast supply network of about 1,850 Esso service stations.

For further information: Jon Harding, Imperial Oil, Public Affairs, [phone]