Car rental giant Avis is launching a pounds 1.5m consumer push to
promote its ’Red Hot Offers’ price savings direct to consumers.
The campaign will be the company’s first above-the-line consumer
activity for more than three years.
The work, which has been created through agency Black Cat, includes new
radio and press advertising and a national consumer promotion called Red
Hot Wheels.
The promotion offers consumers the chance to win a Ferrari for a week, a
Porsche for a month or a Vauxhall Tigra for life.
The company unveiled its Red Hot Offer campaign to the trade earlier
this year.
The strategy is to use tactical price deals to tap into a new sector of
the outbound car rental market - specifically independent travellers and
people whose holiday plans do not automatically include car rental.
Avis UK said its bookings had risen 50% since the promotion was
launched.
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