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Thrifty Launches New Ad Campaign, 'Not Different, Just Thrifty'

5 April 1999

Thrifty Launches New Ad Campaign, 'Not Different, Just Thrifty'

    TULSA, Okla., April 5 -- Thrifty Car Rental is launching a
new cutting-edge multi-million dollar advertising campaign emphasizing the
"same cars" and "great service" consumers have come to expect from all
industry players, while capitalizing on Thrifty's low price position.
    Entitled "Not Different, Just Thrifty," the campaign will drive home a
compelling message to consumers in what is essentially a low-interest
category, in spite of the $100 million that is spent annually by car rental
companies.
    The campaign marks the first television commercials created for Thrifty
Car Rental by agency Bernstein-Rein of Kansas City, as well as a print and
radio campaign targeting consumers and travel agents.
    The television ads, featuring actor Jack Plotnick of the recent Oscar-
winning motion picture Gods and Monsters, will have their prime-time debut on
Tuesday, April 5 during NYPD Blue on ABC beginning at 10 p.m. EST/9 p.m. CST.
    In addition to a primetime schedule that includes Dateline and The
Pretender on NBC, and 20/20 Sunday on ABC, the 30-second spots will also air
on more than 200 cable programs over the next two-and-a-half months including
shows on ESPN, CNN, USA, A&E, Nick At Nite, TNT, TBS and others.
    "Ironically, while $100 million is spent annually on advertising by car
rental companies, the product category is of relatively low interest to
consumers," said Scott Anderson, Executive Vice President of Thrifty Car
Rental.  "With all of the industry players offering the same cars and
essentially the same benefits, Thrifty will use this 'same-ness' as a
springboard for our real point of difference -- a price/service message that
says, "We're Not Different, Just Thrifty."
    In the TV campaign, Plotnick whisks through the Thrifty rental process at
breakneck speed, playing the parts of customer, Thrifty counter
representative, shuttle driver and service agent in a series of rapid-fire,
seamless transitions.  Delivered with his signature attitude, Plotnick's
message to the viewer is inescapable:  "All else being equal, the best price
wins... unless you just like spending more money for the exact same thing."
Hence, Thrifty is the only choice for value-conscious travelers.
    The consumer print campaign, to be featured in such publications as
People, Newsweek, Family Fun, Arthur Frommers Budget Travel and USA Today,
will take a similar approach, with compelling headlines like:
    -- "Rich people didn't get that way by overpaying for anything."
    -- "Downsize your expenditures, not your expectations"; and
    -- "Unless you enjoy spending more for the exact same thing, call
       Thrifty."

    The print ads will utilize bold headlines, a lot of white space and have a
touch of an attitude.  A similar approach will be used in print ads targeting
the travel agent audience beginning May 10 in Travel Weekly magazine.
    Lending further support to the TV and print campaign is a series of radio
ads, also performed by Plotnick, that will mirror the same tone and attitude
as the TV spots.  In addition to the service/price message, the radio ads will
also highlight the company's additional strengths in airport parking and
convenient neighborhood locations.
    An estimated 142 million people will be exposed to the Thrifty message,
reaching 82% of all adults approximately eight times.  The campaign will reach
both business and leisure travelers, with ads running primarily from Mid-March
through May, and September through October, 1999.
    Bernstein-Rein Advertising, Inc., headquartered in Kansas City, Mo.,
represents worldwide clients including Wal-Mart, McDonald's, and Advantage,
Bayer's flea control product.  In 1998, Bernstein-Rein posted billings in
excess of $200 million.  The agency has been in business for more than 35
years.
    Thrifty Car Rental, a subsidiary of Dollar Thrifty Automotive Group, Inc.
, is an international network of about 1,200 locations in 71
countries around the world.  Thrifty serves both the airport market and the
local car rental market, and is one of the country's largest airport parking
operators with more than 14,000 spaces in 48 U.S. cities.  Additional
information about Thrifty can be obtained at http://www.thrifty.com.