|Horatio, voiced by actor Owen Wilson, will serve as the company's new mascot. // (c) Hertz 2011|
Hertz has unveiled a global, multifaceted branding initiative designed to cultivate a dialogue with customers by focusing on customers' driving experiences. Built around the question, "Are You The Gas or The Brake?" the new campaign focuses on the universal element of how people operate as either the Gas (more aggressive, exciting, adventurous) or the Brake (conservative, reserved, more of a planner).
Hertz said that the campaign acknowledges the wide range of "travel personalities" and serves as a platform to address the different wants, needs and aspirations of customers. Hertz will use the platform to illustrate the flexibility provided by its products and services and its ability to fulfill a variety of travel preferences.
The campaign debuts this week with the launch of a Getaway Giveaway sweepstakes and contest, a multi-million dollar advertising campaign and an online consumer engagement platform. The first television advertisements are scheduled to appear on May 4.
"This campaign is about the customer and how Hertz aligns with their lifestyles and travel preferences," said Mark P. Frissora, chairman and CEO, The Hertz Corporation. "… Hertz understands each customer is different, some of us are the Gas and some are the Brake, and offers flexible solutions to meet the variety of different travel and transportation needs.”
Visitors to HertzGiveaway.com can register to win one of 100 free weekend rentals and be entered to win the grand prize of a new Chevy Camaro SS. The Chevy Camaro SS is available for rent at select Hertz locations as part of the Adrenaline Collection, a brand-new collection of high-performance muscle cars with designs and colors reminiscent of classic muscle cars.
As part of the creative aspect of the campaign, Hertz will introduce an animated mascot named "Horatio." Brought to life by actor Owen Wilson, Horatio will serve as the voice of the company.
Additionally, Hertz introduced a Gas and Brake campaign microsite, http://gasorbrake.hertz.com to engage with consumers and stimulate conversation around the Gas and Brake theme. Features include:
The campaign will continue throughout 2011 as Hertz rolls out further enhancements and new extensions to allow customers to take control over their rental experience and journey.