WESTLAKE, Ohio – A free meal. A special offer. A reward after a long day on the road. Driver Appreciation has traditionally been expressed through moments like these.

But for TravelCenters of America (TA), part of the bp portfolio, this year's campaign started with a broader question: What else can appreciation look like for the people who spend their days keeping America moving?

That question shaped TA's 2026 Driver Appreciation campaign built around “Every Mile Matters. Every Driver Counts.”

The campaign continues to deliver the tangible value drivers expect. Following a strong response to the 2025 “You’re an MVP” Sweepstakes, TA brought it back this year, giving eligible earnify™pro members another way to engage and earn rewards. From September 1–30, members can earn one entry per day with qualifying purchases. Two Grand Prize winners will each receive 50,000 earnify™pro points, with additional winners receiving TA-branded and racing-inspired prizes.

Across TA locations, convenience offers and driver promotions add another layer of value to the everyday stops drivers are already making.

But this year, TA also looked beyond promotions.

At Petro Perrysburg, Ohio, TA created a special Driver Appreciation experience with Project 61, Women In Trucking and Corporate Chef, RJ Sinwald, bringing together wellness, food, loyalty and community. Project 61 focused on healthier living for professional drivers, Women In Trucking brought resources around women in trucking and driver safety, and and hospitality into the driver experience. TA also highlighted earnify™pro and the benefits available to professional drivers through the loyalty program.

The experience reflects a broader idea behind this year's campaign: appreciation isn't one-size-fits-all.

For one driver, it might be a reward. For another, it might be a good meal, a convenience offer, a wellness resource, or simply a moment to take a break and feel recognized. Each can make a difference in a job defined by long hours, long miles and time away from home.

For TA, that means Driver Appreciation is not just about what happens during one week in September. It is about finding more relevant ways to recognize and support professional drivers throughout their journey.

Professional drivers have been at the heart of TA for more than 50 years. The 2026 campaign builds on that relationship by looking beyond the traditional definition of appreciation and finding more ways to put the driver at the center of the experience.

Every Mile Matters. Every Driver Counts.