Enterprise Rent-A-Car Evolves Brand Positioning, Reaches Customers in New Ways With Rent/Buy/Share Message
Fundamental Shift Debuts with New Multimedia Campaign Highlighting Enterprise’s Multiple Transportation Options
PR Newswire, ST. LOUIS, August 2, 2016
Over the years, Enterprise Rent-A-Car has become an iconic brand name, woven into the fabric of our nation’s communities and universally known for delivering an exceptional experience to car rental customers. Today, with the launch of a new brand positioning campaign, Enterprise is shifting its marketing focus to highlight its comprehensive transportation offerings beyond car rental – from truck and luxury vehicle rental to car-sharing and car sales.
“Mobility is such an integral part of each and every day that, when a transportation option is unavailable, it disrupts our lives in a very substantial way. Fortunately, Enterprise has always been known as a brand consumers can rely on to keep them going. Now, we want them to know they can come to us for more,” said Lee Broughton, vice president, Enterprise North American Brand Marketing. “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. Simply put, we’ve got their backs. And it’s music to our ears when they tell us we make the daunting easy and the mundane quite delightful for them. It means we’ve done our job.”
Beginning this August, the first advertisement in the campaign will debut on national television during NBCUniversal Media’s coverage of the Rio Olympic Games, one of the world’s biggest media stages. Called “One Giant Rollout,” the spot features actor and comedian Joel McHale experiencing all of the ways Enterprise meets customers’ transportation needs. This is the first time in the company’s history that multiple Enterprise brand offerings are highlighted together in a multimedia campaign.
“Joel McHale has leading-man charm and a self-aware sense of humor that will help tell our story in a memorable way,” said Broughton. “This initial campaign is just the first step in bringing our new brand positioning to life. We’ll be rolling out other programs in the coming months that highlight what makes Enterprise special: our laser-focus on the customer experience and the fundamental role we play in keeping people going.”
Meanwhile, Enterprise is in the process of implementing a new content marketing strategy that enables the brand to extend the branch experience online, and reach target customers on a more emotional level. Specifically, Enterprise will tap in to the passions we know our customers are interested in, including sports, music and travel.
“We’re known for picking our customers up – both literally and figuratively. With this in mind, a key part of the campaign will be more partnerships and content tied to their interests. Stay tuned…” said Broughton. “This is an exciting time at Enterprise. We’re shifting into a new gear, and we’re confident that our customers are going to enjoy the ride.”
About Enterprise Rent-A-Car
Founded in 1957 and known for an extensive network of convenient locations, affordable rates and outstanding customer service, Enterprise Rent-A-Car is an internationally recognized brand that was ranked on BusinessWeek magazine’s annual list of “Customer Service Champs” for four years in a row. With more than 5,600 fully staffed airport and neighborhood offices located within 15 miles of 90 percent of the U.S. population, Enterprise operates not only as a key provider for insurance replacement, weekend getaways and special occasions, but also as a local transportation alternative.
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Media Contact
Yona Spiegelglass, Enterprise Rent-A-Car
[email protected]