WINDOWS\Jim\11-98feature

ROAD MAPS of * ONTARIO * QUEBEC and MARITIMES If you are going on a motor trip this summer,do not fail to take with you the En-ar-co Road Map. Free! at COMPANY SERVICE STATIONS and DEALERS

Monthly Feature

November 1998

The above offer was borrowed from the August 1935 EN-AR-CO Oil News booklet . I believe 1935 was the first year for Canadian Oil Companies Limited to offer road maps.On the left is a compass advertizing the "EN-AR-CO TRAVEL BUREAU",a division that only appears in that year.

Only two regional maps were published ;

Actually the proper title for this monthly feature should be:

"ROAD MAPS OF CANADIAN OIL COMPANIES LIMITED" (1935-1967)

as road maps for other regions of Canada were introduced at later dates.

1935

The earliest Canadian Oil Co's roadmap I am aware of was issued in 1935 (above left),

I have shown both front and back covers.

Two maps were distributed :

(1)Ontario

(2)Quebec and Maritimes.

1936--- maps were only slightly different

1937--- I have never seen this map. Does it exist?

wpf@mnsi.net

1938 ---maps changed in a big way---the larger size provided the oportunity to combine Ontario, Quebec and the Maritimes in one package.This would be the beginning of the end

for for the Boy and Slate, just as he took on a new look for the '38 cover.

In late 1938 National Oil Refining Co. sold the business to Canadian interests.

A new look was in the makings-------

Have you seen a "Canadian" Boy and Slate map dispenser or sign?

I'd like to know. wpf@mnsi.net

U.S. versions do exist.

Once again "all Canadian owned" , Canadian Oil Companies Limited began the task of turning the company arround and expanding.

A new look was an early priority,but consumer loyalty and product recognition could not be overlooked. En-Ar-Co and White Rose had a unblemished name and a vast consumer base.

Unbelievably the image of a rose had rarely been utilized.The one exception I can find was the green/black White Rose Gasoline/National Carbonless Motor Oil sign used briefly in the teens

1940 ---map (left) shows how the company combined the familiar and trusted Boy and Slate,

albeit downsized, and the new White Rose logo. Being the war years, I feel the same map

was issued through 1944. Fantastic colours, graphics and inside ads made this series

truly beautiful.Again one map covered Ontario,Quebec and the Maritimes 1945---another new logo,this time with "White Rose" lettering encircling the "rose".

Sadly the Boy and Slate has disappeared from the roadmaps.

1947-'51 --- Back to two roadmaps and the first slogan on their maps,"The Pick Of Them All"

1952--- "The Pick Of Them All" is joined by "Happy Motoring".The back cover has a very nice

image of the yellow and black quart motor oil can highlighted with "NEW". I believe

the can graphics were the same since 1939 but "Heavy Duty" now appears in

green letters.

I have a (cardboard) map wall display with the new encircled logo.

1953---While the front cover is identical to the 1952 map, the back panel now reflects

the

new homogenization process (which began in 1952).

The NEW "wedge logo" and a matching sign post were introduced in late 1952 , but

didn't appear at stations until early in 1953 --- too late for the 1953 map publishing

deadlines.

Again I have included front and back views as some important things are happening here.

1954----"Happy Motoring" is joined by a new slogan--"Performance Beyond Compare" .

Man./Sask./Alb./B.C. now have their own map.The new packaging is shown with the "Ultra"

quart and the new wedge logo.While the new wedge logo appears on the front,

the 'circle rose' logo remains inside for '54 & '55

1955---Return of the "The Pick Of Them All" slogan.

1956---Slogans remain unchanged,front panel is a slightly paler colour . Although credit cards are

not new,the rear panel shows the new permanent, metal 'Charg-O-Plate'.

Previous cards were cardboard.

A totally new design arrives!

1957--- introduces the new yellow and green roadmaps. "The Pick Of Them All" dominates.

The back panel shows the first plastic Charg-O- Plate (still green and white)

1958--- (not shown) commemorates Canadian Oil Companies Limited's Diamond Jubileee

(50th anniversary).

1959---"The Pick Of Them All" is reduced to small script and the new slogan--

"THE MAN WHO KNOWS BUYS WHITE ROSE".

I am aware of three versions: Ontario, Quebec , Manitoba / Saskatchewan

but I imagine

Alberta and The Maritimes are represented too.

The new yellow /white Charg-O Plate is shown (plastic).

1960---Individual city maps are introduced for Toronto, Hamilton, Calgary,

Montreal and Quebec City---

---possibly others too!

1961-'63 ---Another new map design appears.The three maps on the left are all 1961 and

I suspect these were used until 1963.

A city map of Hamilton leads me to believe there was also a Toronto and Quebec City.

Alberta/British Columbia and Quebec likely exist as well.

The back panel shows the new station design and "The New TOTAL Gasolines"

1964----     Shell Canada bought out Canadian Oil Co. in '63 and the map on the right (above)
                 appeared.Nothing fancy here. This map came to me in the map holder (below) with
                 Canada's 1967 centennial ad.
                     Just guessing, but I think the '64 map was used till "the end" in '67s.

               *   (update) I have seen a photo with a different image than mine and will try to
                    track down the publishing date .

1967--- Canadian 'Centennial' map folder and promotional booklet came to me with the '64 copywritten map in the photo above. 1967 would spell the end of White Rose !!!!

Ironically, the first map in 1935 mentioned the "En-Ar-Co Touring Bureau ", and the final year used "White Rose Touring Service".No mention was made of either division in the years between.

Planned or coincidence?