Magazine article Marketing

Rental Firms Drive Around

Magazine article Marketing

Rental Firms Drive Around

Article excerpt

With recession hitting the UK car rental market, there's little consensus among car hire firms on where to spend their hard earned cash.

Hertz, with 10% of the UK market puts all its money in press advertising, particularly targeting businessmen. The Times, FT, Economist and glossy, business monthly, Management Today take 86% of Hertz's 198,000 pounds.

The rest is divided among middle market Sundays and dailies with the odd couple of thousand thrown at golf enthusiasts.

By contrast, Eurodollar (renamed from Swan National last year) opts for television. Its total spend is correspondingly higher, at just over 500,000 pounds. spread almost evenly among the heavy-weight regions.

One unsurprising point of convergence for the two companies is the FT, which takes the bulk of both press spends.

Eurodollar TV buying is handled i by Mike Donnovan at The Media Shop. He says TV was the obvious choice for a rebranding operation though that was, of course, tempered by the bias towards the ABC1 business types most likely to use the service. …

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