HOUSTON -- Equilon Enterprises LLC and Motiva Enterprises LLC have signed an agreement with Flying J to begin developing a network of co-branded travel plazas. The sites will feature an increased emphasis on the gasoline and RV customer, according to the companies. Plans are to utilize the Shell gasoline brand in conjunction with the Flying J offering and brands for the trucker.

Five existing Flying J travel plazas throughout the country were rebranded in October with Shell signage and graphics to offer Shell gasoline and accept Shell/Texaco credit cards. Soon, the companies will begin opening additional co-branded travel plazas.

"These travel plazas are not conventional truck stops in any sense of the word," said Chuck Shepherd, general manager of Business Development for Equilon and Motiva. "Shell-branded Flying J travel plazas are intended to serve all motorists, whether they are driving cars, SUVs, RVs, or trucks. The partnership with Flying J will leverage the Shell brand and provide customers with greater access to our products and other essential needs while traveling."

Flying J's travel plazas are generally located on spacious, easy-to-access sites along the interstate highway system. In addition to diesel fuel and gasoline, the sites feature convenience stores, full-service restaurants, fast-food courts, travel services, and miscellaneous driver services and amenities. The move is indicative of a growing trend among travel centers to broaden their focus and appeal to travelers as well as commercial customers.

"We believe truckers, vacationers and families will find this co-brand concept appealing. This partnership supports our strategic initiative to grow our business and offers us a significant opportunity to increase our branded gasoline sales," Shepherd said.