The increased focus on digital activity is the latest step in a wide-ranging recovery programme, which was implemented last year to stem losses. This brought a boost in promotional support to about £10m this year.
The use of the internet for marketing and bolstering online bookings has been targeted by Avis as a key channel to help return the business to profit. Last year, Avis Europe posted pre-tax losses of £17.6m, compared with losses of £32.5m in 2003.
The revised strategy is being overseen by Avis group commercial director Simon Palethorpe, who was poached last July from John Lewis, where he ran its internet and catalogue business.
Mirko Behnert, Avis e-commerce manager for EMEA, said that while the company had used digital specialists in different markets for specialist projects, such as search-engine marketing, it had never run such a large-scale, multi-market digital campaign.
In January, Avis, rival, Hertz, appointed Rainey Kelly Campbell Roalfe/Y&R to develop a pan-European strategic campaign to bolster its image in a market that traditionally has low consumer appeal.
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