Hertz Invites Travelers to "Journey On" in New Campaign
Wednesday 17, March 2010
The Hertz Corporation today launched its new branding campaign. With the tagline "Journey On," the campaign is designed to showcase both the practical reasons for and emotional experiences of travel, as well as the benefits of starting the journey with a rental from Hertz.
Created by Omnicom Group's DDB, the "Journey On" campaign reflects Hertz's commitment to make the rental experience part of a rewarding, personalized journey.
"More than half of Hertz's revenue is generated by leisure travelers and the Journey On campaign captures the emotional essence of those travelers," said Mark P. Frissora, Hertz Chairman and Chief Executive Officer. "Over the past year, Hertz has taken many steps to refine the rental process with the customer in mind. From new locations, opening up 150 new off airport locations this year alone, to new products and services, including special promotions geared toward younger renters, and new technological innovations, our aim is to provide customers with the best experience so they can focus on what matters most: their reasons for traveling."
The "Journey On" campaign was developed around the idea "the most important journey is yours" and includes two creative executions centered on the importance and value of that journey, and how Hertz is uniquely qualified to ensure a smooth experience -- before, during and after the drive. The creative makes a clear distinction between the practical details of the trip and the experiential aspects of travel.
"Whether it is a family vacation, a romantic weekend getaway or an important business presentation, we realize that when customers rent cars from us, they are on a journey, and the experiences they have along the road are going to have an impact," said Mike Senackerib, Hertz Chief Marketing Officer. "Ultimately, Hertz's reputation for innovation and service is all about empowering our customers to take control over their experience."
To bring the campaign to life, Hertz featured singer songwriter Amy Regan in one of the spots. Often compared to artists such as Fiona Apple and Joni Mitchell, Amy stars and performs her song "Carry On" in the execution, which tells the story of her real life journey as an artist who travels to share her music.
"Each trip really is a journey for me," said Amy. "This campaign is about Hertz being there and coming through for me when I needed it -- which is precisely what I look for from my travel partner."
The multi-million dollar national campaign begins today and will appear across broadcast and cable television, national newspapers, and online. Both :30 and :60 spots will be airing in both broadcast primetime on CBS and NBC on new episodes of popular highly rated shows such as "How I Met Your Mother," "Cold Case," "The Office" (during May Sweeps), and the new show "The Marriage Ref," produced by Jerry Seinfeld. The spot will also be featured across major cable entertainment networks such as CNBC, FX, The Food Network, TNT, TBS, The Travel Channel, USA and ESPN primetime slots.
Beyond advertising, Hertz is integrating the core concept behind "Journey On" throughout the organization, including Hertz's latest rebranding efforts. The campaign is expected to continue throughout 2010 as Hertz rolls out further enhancements and new locations to allow customers to take control over their rental experience and enjoy the adventure of travel.
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