Pilot CEO Adam Wright
Pilot CEO Adam Wright talks about the company’s role in the community and life in Knoxville and East Tennessee.
Who do you trust to put together your road trip music?
Pilot, the Knoxville-based travel center chain and gas station, is making waves with its new “See You Out Here” advertising campaign, complete with a Spotify playlist and the public unveiling of its new brand lineup.
The campaign is modeled on the American West and uses the metaphor that driving is a journey and not some boring prerequisite to reaching a destination.
It’s only fitting that the opening song of the playlist is “Life Is A Highway” by Tom Cochrane.
The other 11 songs on the 41-minute playlist come from these few blues, country and folk artists who are collaborating with Pilot on a summer music campaign:
- Drew and Ellie Holcomb
- Christone “Kingfish” Ingram
- Bryan Martin
- The National Parks
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Over the past month, Pilot has posted videos on its social media accounts showing the artists driving around with YouTuber and comedian Vincent Marcus and stopping at Pilot stores. The company has also given away concert tickets, merchandise and VIP meet-and-greets with the artists.
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Pilot advertising campaign with updated logo and local references
Adrienne Ingoldt, the company’s first marketing director, led a brand development effort to make the pilot travel centers the preferred destination for both road trippers and truck drivers.
“Anyone who has ever window surfed or sung an epic ballad about car power knows that the middle of nowhere can be the most beautiful place,” Ingoldt said in a press release. “Our brand is what we do for drivers – whether in the middle of a grueling multi-day drive or an epic road trip, we understand them and have exactly what they need to keep their good feelings going.”
The ad campaign is the first to feature Pilot’s updated logo and color palette, as well as a “catchy, fun brand voice,” according to a press release. The ads will air on television in five key U.S. markets, as well as on social media, streaming services, billboards and radio.
Pilot’s new palette and logo are similar to its familiar branding, but without the golden yellow and with a more vibrant shade of red. Stripped-down billboards display road trip images on a plain red background with simple white text.
The new logo can be seen in the Spotify playlist logo below.
On the Pilot playlist, only Drew and Ellie Holcomb have ties to Knoxville and Pilot. The couple met while studying at the University of Tennessee in Knoxville, and “Tennessee” by Drew Holcomb & The Neighbors ended up in the mix as a tribute to Pilot’s home state.
Pilot in the early phase of a new generation under Adam Wright
Pilot celebrated its 65th anniversary in 2023 when Warren Buffett’s Berkshire Hathaway bought a majority stake in the company and installed longtime Berkshire executive Adam Wright as CEO.
Since then, Pilot has been fully owned by Berkshire Hathaway, and Wright brought with him a relaxed style and a new mission statement: “Show people that they matter at every turn.”
Knox News recently met with Wright to learn more about his vision for a people-centered company.
With nearly 900 locations in the U.S. and Canada and 1.2 million guests a day, Pilot is North America’s largest travel center network. The company is working on $1 billion worth of store upgrades, including at its Lovell Road location in Knoxville.
Daniel Dassow is a growth and development reporter focusing on technology and energy. Phone: 423-637-0878. Email: [email protected].
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