Enterprise to Launch New Brand Positioning Campaign
Photo courtesy of Enterprise CarShare.
Enterprise Rent-A-Car is shifting its message to travelers and rolling out a new multimedia campaign aimed at highlighting the company's various transportation options.
The Missouri-based car rental company announced this week that it plans to show consumers that it's more than just that by putting the spotlight on its truck and luxury vehicle rentals as well as car-sharing and car sales.
"We want them to know they can come to us for more," said Enterprise North American Brand Marketing vice president Lee Broughton in a statement. "That’s what this new campaign is all about. It brings to life the fact that, whatever stage our customers are in — renting, buying or sharing — we’re there to keep their lives moving forward in a very real and practical way."
Enterprise's first advertisement as part of the new campaign will launch during this month's 2016 Rio Olympic Games. Titled "One Giant Rollout," the national television commercial stars actor and comedian Joel McHale, who's perhaps best known for his work on "Community" and "The Soup."
READ MORE: Enterprise Expands in More Ways Than One
While Enterprise has high hopes for this summer's ad, the campaign will go well beyond television screens.
"This initial campaign is just the first step in bringing our new brand positioning to life," added Broughton. "We’ll be rolling out other programs in the coming months that highlight what makes Enterprise special."
In the meantime, the company is working to implement a new content marketing strategy that will allow Enterprise to target and reach customers online through common interests, whether it be sports, music or travel, among other things.
While many travelers rely on car rental companies for ground transportation while visiting a particular destination, whether for business or leisure, Enterprise has expanded its offerings of late. For example, earlier this year it announced a partnership with Aston Martin to add to its existing Exotic Car Collection.
The company is also expanded with new locations opening in Latin America and the Caribbean.
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