National Car Rental launches brave new ad campaign

National Car Rental has launched a new ad campaign focussing on them leading the pack in the car rental world. The new campaign, which hopes to achieve two goals, will look to educate shareholders in the company as well as attract business travellers.

The car hire firm hopes the new campaign will improve upon their reputation with shareholders while simultaneously attracting new business clientele. The St Louis-based firm’s parent company, Enterprise Holdings, also owns Enterprise Rent-A-Car and Alamo.

The campaign kicked-off in April with a full-page spread in both the New York Times and The Wall Street Journal. The ad features three cars on a road each one with a different car hire firm’s logo on. The National Car Rental car, in green, is shown passing a yellow car with a Hertz logo, and a red car with an Avis logo.

Underscoring the image, National Car Rental states in the ad that they recently surpassed both Hertz and Avis to take the number one spot in a national customer service survey. The car hire company’s Emerald Club loyalty programme earned the number one spot in the rankings.

National Car Rental came under the management of Enterprise Holdings back in 2007. This latest ad campaign marks the first to feature the changes which have been undergone with the introduction of the new management team.

Pat Farrell, the vice president of marketing and communications at Enterprise Holdings, said that the print ads will feature in major newspapers and travel publications throughout the summer and is designed to showcase National Car Rental’s potential for corporate accounts.