Hertz Launches New Business Advertising Campaign
22 March 1999
Hertz Launches New Business Advertising CampaignPARK 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.