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Budget Rent a Car To Seek New Ad Agency

22 May 1998

Budget Rent a Car To Seek New Ad Agency

    LISLE, Ill., May 21 -- Budget Rent a Car Corporation, a
subsidiary of Budget Group, Inc. has announced its plans to seek a
new advertising agency and will conduct an agency search in the Chicagoland
area where the company is based.
    Hill, Holliday was awarded the $22 million account in January of 1997.
Working with Hill, Holliday, Budget successfully launched its "Get out of the
Ordinary" brand campaign last fall which has helped contribute to the
company's first marketshare gain in over five years.  In addition, the agency
worked with the company to launch several new marketing programs, including
the VIP Pickup and Perfect Drive (where customers earn points toward free
rental days and premier Callaway Golf equipment) and Unlimited Budget, an
incentive program for travel agents.  Over 175,000 customers/travel agents
have joined these programs.
    "Since Budget Rent a Car Corporation was acquired by Budget Group, Inc. in
April 1997, the company's management has changed and there have been a number
of acquisitions with rapid expansion," said Mark Sotir, senior vice president,
Marketing.  Sotir continued, "While Hill, Holliday has done an excellent job
for Budget Car and Truck Rental, new owners inherited the relationship and
would like to look for a local agency that has the capacity to serve other
Budget Group, Inc. companies as we continue to expand and make other
acquisitions.  In addition, we believe that having an agency and its creative
team right here near our headquarters will allow more of our marketing team
members to participate regularly in creative strategy development sessions."
    Budget has targeted a number of agencies in Chicago for its search to
handle its advertising account with a budget that is expected to approximate
$35 million.  The company hopes to have a new agency on board by July to
handle creative execution, media placement and Internet marketing.
    Budget Rent a Car Corporation, a wholly owned subsidiary of Budget Group,
Inc., is one of the world's top three car and truck rental systems.  The
Budget system, which operates under the same name worldwide, has more than
3,200 airport and local market locations in over 120 countries and
territories.  Budget has nearly 1,000 corporate-owned and franchised locations
in the United States.  Budget's WorldClass Fleet is comprised of more than 25%
specialty and luxury vehicles, ranging from sport utility vehicles,
convertibles and luxury cars to minivans, pickups and motorcycles.