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Enterprise Launches First New Ad Campaign in 20 YearsMarch 1, 2011 By: George Dooley Travel Agent
More than 55 years ago, Jack Taylor founded Enterprise Rent-A-Car on a simple philosophy: “Take care of your customers and your employees first, and the profits will follow.” Just launched, the brand’s first new ad campaign in two decades reaffirms that philosophy and the unique culture that flows from it, Enterprise reports. And, this time, Enterprise employees will tell the story.
“At the time Enterprise launched its first national TV advertising in 1989, it was a relative unknown in the car rental industry, primarily providing insurance replacement rentals from a regional network of neighborhood locations. Today, Enterprise Rent-A-Car is the leading brand in North America, with more than 6,000 neighborhood and airport locations and more than 60,000 employees,” Enterprise says.
“We credit our long-running ad campaign with contributing to our growth and success by building exceptional brand recognition and making ‘We’ll Pick You Up’ synonymous with Enterprise Rent-A-Car,” said Enterprise brand director, Jim Stoeppler. “Now we’re looking to our new campaign to add depth and dimension to our brand by telling the broader Enterprise story. It takes you beyond the rental transaction to make a more emotional connection based on who we are and what we believe, emphasizing our uncompromising commitment to customer service.”
Entitled “The Enterprise Way,” the integrated marketing campaign features a wide variety of Enterprise employees expressing the brand’s customer service focus, culture and heritage in their own words. Enterprise Rent-A-Car is operated through the regional subsidiaries of St. Louis-based Enterprise Holdings, which is now in its third generation of ownership by the Taylor family.
The first of these 30-second spots airs today and will be prominently featured during coverage of the NCAA Men’s Basketball Tournament. The campaign will be integrated throughout the brand’s social media platforms on Facebook, Twitter, FlickR and YouTube. The creative for the new campaign was developed by Cannonball Advertising and Promotion; PHD Media Network is executing the media buy.
“Over the past several years, we’ve spent a lot of time talking to our customers and consumers about the attributes they believe have driven our continued growth in an incredibly crowded and competitive industry. The response was always the same: ‘It’s your people – they’re incredible,’” said Patrick Farrell, vice president of marketing and communications for Enterprise Holdings. “They’re college-educated, articulate, professionally dressed – and most important, they’re empowered to make decisions on the spot to take care of the customer. They are the reason Enterprise has ranked ‘Highest in Rental Car Customer Satisfaction’ for the past seven consecutive years*, in the J.D. Power and Associates Rental Car Satisfaction Study. In the end, it was really an easy choice to let our people tell our story in the campaign.”
“The story our employees tell in this campaign,” Farrell continued. “is the Enterprise story. It combines a customer-centric business model, highly engaged employees, committed family ownership and a strong, values-based culture in a way that nobody in our competitive set can match. Our people bring that all together in these ads. And they do it very sincerely and gratefully – in a way that simply says, ‘Thanks for your business.’”