Ampol's Latest Campaign Helps Aussies Travel ‘Far and Wide'

Iconic brand Ampol has returned to the nation’s roadside launching ‘Far and Wide’ a wide scale, integrated campaign via Saatchi & Saatchi Australia and iProspect, that celebrates the distance Australians travel, great and small, day-in and day-out.

The campaign idea centres on Australia’s sheer vastness and how it’s part of our country’s identity to drive extraordinary distances without blinking an eye.



Ampol Australia executive general manager Joanne Taylor reveals that the revitalised Ampol brand maintains the company’s values and core proposition that customers can rely on: “For over a century, Ampol has been there to help Australians get where they’re going, no matter the journey. With the relaunch of the Ampol brand, the campaign showcases how Ampol is a part of the fabric of Australian life, with fuel that connects the nation.

“We know all our customers are excited by Ampol’s return and we look forward to welcoming Australians onto Ampol forecourts as we roll out the brand across the country.”

Chief brand officer Jenny O’Regan, states the new Ampol captures the best of its history and aspirations for the future – born Australian, world class: “The Ampol brand will evoke fond memories for many Australians and the fresh modern mark for our company will connect it with a new generation of customers. We are committed to again making Ampol Australia’s most loved and admired fuel brand.

“Ampol remains a proud Australian company with the credentials and the infrastructure to power all kinds of journeys – big and small.”

Says Noni Guest, head of brand and fuel marketing, Ampol: “Over the past 16 months, teams across the business have worked hard to transition back to the Ampol brand, whilst ensuring we are doing so in a world class way. As we look into the future, our aim is to represent Ampol in all facets of Australian life and across a plethora of media channels, partners and sponsorships.”

Says Mike Spirkovski, chief creative officer at Saatchi & Saatchi: “Its second nature for Australians to travel long distances across this vast land. We do it without hesitation passing on these unique experiences from generation to generation. Ampol was there for us then and is back for us now with even more to help us on our way.”

The campaign has launched nationally on broadcast television and is supported by a large multichannel media campaign, planned and implemented by iProspect. Through a breadth of channels including outdoor, cinema, radio, online display, social and video, reach is far and wide. Additionally, integrations and sponsorships with Channel 10’s The Project, Channel 7’s Sunrise, Channel 9’s Today Show and Fox Sports, alongside ARN, Nova, Spotify, Snapchat, NewsCorp to name a few will all serve to deepen engagement. Not to mention Ampol’s recent sponsorship of State of Origin and the Red Bull Ampol Racing team.

Says Jason Smith, client partner, iProspect: “To quickly rebuild renewed awareness of Ampol, we wanted to engage Australians of all walks of life in the channels that speak to them. Our approach is to ensure that people connect with the Ampol brand.”

Ampol service stations are transitioning all over the country. The national rollout commenced in 2020 and the transition will continue to the end of 2022.