Shell Armenia
DATE
2023, 2025
Client
Royal Oil LLC, Shell’s licensed partner in Armenia
Service
Strategic Communications, Media Relations
Category
Energy & Retail
SPRING PR has been the trusted PR partner for Shell Armenia since the global energy leader’s entry into the Armenian market in 2023. Through comprehensive PR support, the company has played a key role in ensuring Shell’s high-profile launches received widespread media visibility and effectively communicated the brand’s values of innovation, quality, and service excellence to Armenian consumers.
Shell, one of the world’s largest energy and petrochemical groups, operates more than 46,000 sites in over 80 markets and is recognized as a global leader in fuel technology and retail innovation. The brand’s presence in Armenia, represented by its licensed partner Royal Oil LLC, marks a significant milestone in the local energy and fuel retail sector, introducing advanced products and new standards of service.
In June 2023, SPRING PR supported the official launch of Shell’s first two fuel stations in Armenia, located on Artashat Highway in Yerevan. SPRING PR developed core messaging, crafted press releases, and executed a targeted media relations campaign that secured extensive coverage across leading TV and digital platforms. The agency coordinated on-site media activities, facilitated interviews with Shell’s international representatives and Royal Oil’s leadership, and effectively positioned Shell as a premium brand bringing new quality benchmarks to the Armenian market.
Building on this successful launch, SPRING PR continued its partnership with Shell into 2025, supporting the opening of Shell’s new-generation fuel station adjacent to Zvartnots International Airport. This strategic location aligns with international best practices, recognizing the growing demand for high-quality fuel services near major transport hubs. The new multifunctional station is equipped to serve all vehicle types, including electric vehicles, and offers a wide range of services such as fuel refueling, technical maintenance, a convenience store, and café facilities—all reflecting Shell’s commitment to delivering an integrated and premium customer experience.
SPRING PR led the media relations for the 2025 opening, ensuring consistent messaging that highlighted Shell’s innovative solutions and the brand’s ongoing expansion in Armenia. The agency crafted press materials, managed media outreach, and facilitated coverage that reinforced Shell’s role in setting new standards within Armenia’s fuel retail sector and contributing to the development of the local economy.
Through strategic communication and dedicated media engagement, SPRING PR has successfully positioned Shell as a transformative force in Armenia’s fuel industry, underscoring the brand’s reputation for quality, innovation, and customer-focused service.
