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Avis — Integrating Marketing Efforts

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Much has been written about using multiple channels to communicate with customers and prospects.  I normally discuss the use of multiple direct marketing channels — how to use email marketing with direct mail to increase response rates for example.

Today, I found a great case study in the making for using various advertising channels together. Avis has recently launched its new television ads with a new theme and tagline. From the Marketwatch release:

Avis Car Rental today launched a new integrated marketing campaign, “It’s Your Space,” that aims to redefine and elevate the role of the rental car in corporate travelers’ busy lives. The campaign centers on how business professionals use the space inside the rental vehicle to be productive and recharge when traveling.

From this release, you can link to the videos showing how busy execs can use their rental car to pre-plan for meeting (exec singing his presentation while driving along in his car or getting psyched up for a meeting, then celebrating afterwards at the golf course) and using the car to celebrate success (picking up family members and going on a long weekend vacation after a long hard — but successful — week).

Avis plans to integrate newspaper and magazine ads with these same themes and run them through November.  They will also release an iPad application to put executives in their different interactive scenarios (“Your get amped space,” “Your inner peace space” and “Your game on space.”).

As CMO Jeannine Haas comments, ”Brand marketing to drive profitable growth is one of our strategic growth initiatives. This campaign is our latest effort in delivering against this key objective.”

I love this idea — it seems as though Avis had the same tag line and theme for so many years (“We Try Harder”).  This is fresh and fun and I think resonates with many executives who travel to see clients and work so hard while doing so.

Nicely done Avis!!  I recommend that you also use this theme in an integrated direct marketing campaign.  These themes — including the interactive videos — would be stellar in a direct mail and email campaign (driving to the iPad app).  That would tie it up quite nicely!

 

 



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