Hertz Preps New Brand Campaign, Inks Deal with PGA of America
Posted: 11/3/2009 1:02:43 PM by
William Chipps | with 0 comments
Sponsorship may play a role in The Hertz Corp.’s ’10 brand revitalization campaign that will include a new corporate logo, remodeled rental car facilities and new employee uniforms.
As part of the makeover, the company next year will roll out a marketing campaign themed ‘Journey On.’ The goal of the campaign: to connect with consumers on an emotional level.
“There’s a need to differentiate Hertz on more of an emotional level. Customers can relate to what we’re known for—speed, service and selection—but the new campaign hits on the more intangible aspects of travel,” said Paula Rivera, Hertz’s manager of public affairs.
To kick off the campaign, Hertz will gain exposure in the upcoming George Clooney film Up in the Air. Paramount approached Hertz to provide vehicles for the movie, and the tie was a natural given the film’s plot based on a man’s quest to earn frequent flier miles, Rivera said.
“It was a nice segue between a man on a journey to gather frequent flyer miles and our Journey On campaign.”
The new campaign is spearheaded by Mike Senackerib, who became Hertz’s CMO last year after working at Kraft Foods
Separate from the new campaign, Hertz recently inked a new partnership with the PGA of America, around which it is providing discounts to association members. As part of the deal, Hertz gains supporting status of the organization’s Golf Retirement Plus program.
Hertz is one of several car rental companies that have recently inked new sponsorship deals. IEG Sponsorship Report subscribers can read more about the category by clicking here.
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Filed under: entertainment, how to get sponsorship, in-kind, sports, branded entertainment