On May 1, Shell Oil Products U.S. began its planned conversion of Texaco branded service stations nationwide to the Shell brand. The market-by-market conversion kicked off in Oklahoma City, when crews began the image conversion process at a service station located at 21 NW 63rd St. Shell anticipates completion of the entire conversion in all markets by June 2004 at a total cost of approximately $500 million. A marketing campaign will communicate the changes to consumers in each market, including different forms of advertising, direct marketing and promotions. Shell intends to convert Texaco service stations in geographic markets across the country on a market-by-market basis. During the conversion process, each station will remain open to serve customers. As part of the conversion program, Texaco credit card holders will receive new Shell proprietary credit cards along with an incentive to use the new cards. Each station undergoing the conversion process will reflect Shell’s new retail visual identity, featuring the company’s signature bright yellow and red colors.