An integrated campaign positioned this iconic oil & gas brand for expansion


Sinclair is a family-owned oil and gas company involved in all aspects of the industry, from exploration to gas stations. Founded in 1916, Sinclair is known for its petroleum innovations and iconic green dinosaur.

The Challenge

After a long period of marketing silence, Sinclair commissioned Balcom to help celebrate its centennial while promoting its newest products and programs with an integrated campaign that touched nearly every one of our service areas.

Web landing page.
History pages.


We started by learning as much as we could about Sinclair – interviewing all the company’s department heads and several of its most loyal distributors, reading up on its extensive history, digesting Google analytics and a 2013 brand assessment study – as well as conducting a new study – looking at competitors, and more. We identified four elements that exemplified the brand: Family values, innovation, longevity and of course the iconic Dino.


The “journey” became the unifying theme for our creative concept – a journey both literal and metaphorical; a journey that’s only just begun. “Fueling America’s journeys for 100 years” became the centennial tagline, while “Are we there yet?” became Sinclair’s road trip–inspired mantra for innovation. Different projects allowed us to focus on each of the brand’s elements, such as family in the history video, and a decorated Dino silhouette that guides visitors through the decades on the website.


Technology not only allows us to keep tabs on the various projects in the campaign; it allows us to improve those projects. Google Analytics is only the beginning. We’re also using Meltwater to measure public sentiment and voice share. Our extensive digital media campaign includes banner ads, pre-roll, sponsored listening on Pandora (a digital radio service that offers extensive targeting), and station promotion on Waze (a user-generated traffic map). Even the motion graphics on the Drupal™ website use file technology called SVG that allows you to animate graphics directly in the code (which translates to faster load time).
Sinclair billboard
iPad page of a USA Today news article.
Guess who's turning 100 one-page ad.


Portions of the campaign only launched in May, but since site launch, we’ve already seen:


33% drop in bounce rate


25% increase in pages per session


15% increase in average session duration


25% jump in web traffic during Macy's Thanksgiving Day parade


2017 Fort Worth American Advertising Awards

  • Gold ADDY – Specialty Advertising, Apparel
  • Silver ADDY – Television Commercial, Regional/National
  • Silver ADDY – Innovative Use of Interactive/Technology
  • Bronze ADDY – Cinematography
  • Bronze ADDY – Integrated Advertising Campaign, Regional/National
  • Bronze ADDY – Television Commercial, Regional/National
  • Bronze ADDY – Specialty Advertising Campaign

2016 Fort Worth American Advertising Awards

  • Silver ADDY – Outdoor Board – Super-Sized, Extension/Dimensional, Digital or Animated

2016 Worthy Awards

  • Award of Excellence – – Website
  • Award of Excellence – Sinclair Oil’s Family History – External Video
  • Award of Achievement – Sinclair Oil Centennial Celebration – Media Relations/Press Kit

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