Hertz Launches New Business Advertising Campaign
22 March 1999
Hertz Launches New Business Advertising Campaign PARK RIDGE, N.J., March 22 -- This month, The Hertz
Corporation , the world's largest car rental company launches a new
multi-million dollar advertising print campaign targeting both large and small
business customers. The year-long campaign, which capitalizes on Hertz'
well-established slogan, "Hertz Exactly," is scheduled to appear in prominent
business publications, newspapers and small business trade journals. Also,
the campaign incorporates visuals from Hertz' television campaign.
"We wanted to develop a campaign that clearly communicates Hertz'
commitment to providing the business customer with the best and fastest
service in the industry," said Hertz Executive Vice President, Marketing and
Sales, Brian J. Kennedy. "We understand business customers' needs and since
time is money for most of our customers, this campaign is centered around that
premise, which addresses those demands," continued Kennedy.
The new campaign was developed by Moss/Dragoti, New York, NY.
The print ads feature many time-saving services, but at the forefront is
Hertz' #1 Club Gold service, a premium, expedited rental service that provides
car rental customers with superior service in speed and quality. With #1 Club
Gold, customers have no unnecessary paperwork at the time of rental and no
long lines.
Next month, Hertz celebrates its 10th Anniversary since #1 Club Gold was
launched. The service was introduced in April, 1989 in the U.S. and
subsequently in Canada, Europe and Asia Pacific. Today, Hertz serves over
2.5 million customers in the #1 Club Gold program at over 700 locations
worldwide.
"We developed #1 Club Gold with the frequent renter in mind. The service
incorporates those elements that are most important to them: protection from
the weather; a fast, problem-free rental, and personalized attention. #1 Club
Gold customers receive a level of service unsurpassed within the car rental
industry," continued Kennedy.
Enrollment in #1 Club Gold is available in over 100 countries worldwide,
including Hong Kong, Japan, Malaysia and Singapore, Argentina, Brazil, Chile
and Mexico as well as the U.S., Canada and many of the European countries.
Earlier this year, Hertz offered customers the option of enrolling in
Hertz #1 Club Gold through the Hertz website at hertz.com and existing
customers are encouraged to update their profile online as well.
In addition, Hertz #1 Club Gold terms and conditions may be viewed in
English, French, German, Italian and Spanish on the website.
"Our #1 Club Gold Service continues to grow and both small and large
business customers recognize the value of utilizing such a time-saving
service," declared Kennedy.
Also featured in the new print campaign are Hertz Return Centers,
weather-protected fabricated steel canopies covering Hertz' car rental return
areas. Hertz Return Centers complement Hertz' Instant Return Service, which
was launched in 1997. The service provides customers with the same quick and
easy service when returning a Hertz rental car.
Customers are greeted at carside by Hertz representatives and their rental
is closed out in less than a minute.
"As with Hertz #1 Club Gold, which speeds and shelters renters at the time
of pick up, this is a service that provides that same quality of service when
customers return their rental car," said Kennedy.
Unlike Hertz #1 Club Gold, Hertz Return Centers are available to all Hertz
customers; no membership is required.
"This new campaign underscores the value of renting a car from Hertz and
with time-saving services like #1 Club Gold and Instant Return, it's not
surprising that we're #1," concluded Kennedy.
Hertz operates in over 140 countries with a fleet of 500,000 worldwide.
