BILLINGS, Mont. — It's been two weeks since thousands lined up for $1.81 a gallon at a Billings convenience store, thanks to a promotion by Billings Federal Credit Union, and now the post mortem shows the unusual awareness campaign paid off big time in public good will and media coverage.
"Gas prices are such a hot topic and so we wanted to conduct a campaign that would help spread the good word about credit unions and how we invest in the community where we live and work," explained Kevin Rookhuizen, vice president-sales & marketing.
The discounted gas giveaway, conducted for four hours at a Kwik Way store on Labor Day weekend, ended up with TV, radio and front page news coverage of the event which saw cars stretching nearly two miles around the store "and people camping out overnight."
A total of 4,000 gallons was dispensed as Billings FCU employees wearing "Pit Crew" T-shirts handed out CU literature plus bags of goodies, pens and tire gauges and also washed car windows of those in the waiting line. Police were on hand as well as four or five security to keep order and prevent access cut-ins from side streets.
"It really was an incredible response and we're glad we did it," said Rookhuizen.
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