Convincing Travelers to 'Journey On'

If you're looking for some help encourage new or old clients to jump at the opportunity to take their next vacation, tune in to what Hertz is up to. The Hertz Corporation is launching its new branding campaign with the tagline "Journey On." Created by Omnicom Group’s DDB, the campaign is designed to showcase both the practical reasons for and emotional experiences of travel.

“More than half of Hertz’s revenue is generated by leisure travelers and the Journey On campaign captures the emotional essence of those travelers,” said Mark P. Frissora, Hertz chairman and CEO.  “From new locations, opening up 150 new off airport locations this year alone, to new products and services, including special promotions geared toward younger renters, and new technological innovations, our aim is to provide customers with the best experience so they can focus on what matters most: their reasons for traveling.”

The “Journey On” campaign was developed around the idea that “the most important journey is yours” and includes two creative executions centered on the importance and value of that journey– before, during and after the drive.

To bring the campaign to life, Hertz featured singer songwriter Amy Regan in one of the spots. She performs her song “Carry On,” which tells the story of her real life journey as an artist who travels to share her music.

The multi-million dollar national campaign will appear across broadcast and cable television, national newspapers, and online. Beyond advertising, Hertz is integrating the core concept behind “Journey On” throughout the organization, including Hertz’s latest rebranding efforts.  The campaign is expected to continue throughout 2010 as Hertz rolls out further enhancements and new locations to allow customers to take control over their rental experience and enjoy the adventure of travel.

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