Enterprise CarShare Launches Integrated Marketing Campaign
Campaign Kicks Off in Well-Established Car-Sharing Markets, Including New York City, Boston and Philadelphia
ST. LOUIS (April 23, 2013) – Enterprise CarShare today announced the launch of an integrated marketing campaign that will bring together advertising, event sponsorships, street teams, public relations and social media efforts to introduce “the new standard in car sharing.”
The multi-year marketing strategy emphasizes the benefits, accessibility and unique member experience of Enterprise CarShare and will focus initially on Boston, New York City and Philadelphia.
“As urban infrastructure evolves, car sharing has an expanding role to play in serving our transportation needs,” said Jim Stoeppler, Enterprise brand director. “On the heels of our recent integrations of Mint Cars On-Demand in Boston and New York City and PhillyCarShare in Philadelphia, we’re placing a strong emphasis on car sharing as part of our overall business growth strategy.”
To reinforce its commitment to advancing urban mobility, Enterprise is increasing its advertising presence in each of the three markets through out-of-home ads focused on mass transit cars, panels and platforms, along with targeted paid media in digital, mobile and social channels. Additional highlights of the campaign range from a sponsorship of the Boston Red Sox, including fixed signage behind home plate in iconic Fenway Park, to a presence at Earth Day New York on April 22.
The company is also deploying street teams in high-traffic areas, including large-scale events and transit stations, to connect consumers to the brand, educate them on the benefits of car sharing and offer on-the-spot driving credits to new members who sign up. Publicity efforts for the campaign will include word-of-mouth activations, local grassroots events and media and blogger relations. Consumers can get additional discounts and loyalty incentives by signing up for member emails, referring friends that register for Enterprise CarShare membership and visiting the brand’s social media outlets.
Enterprise CarShare is a natural extension of the local car rental service that Enterprise Rent-A-Car pioneered more than 55 years ago. With the rental industry’s largest and most diverse fleet, the company offers the scale and structure to implement car sharing in any location where there is an Enterprise office. This unparalleled flexibility enables Enterprise CarShare to be immediately responsive to market and community demands, ensuring that consumers and businesses can use car sharing to get wherever they need to go, whenever they need to get there, for short or long periods of time.
Enterprise CarShare is a cost-effective alternative to car ownership, an environmentally friendly supplement to public transit and, since it’s backed by Enterprise’s award-winning customer service, delivers convenience and reliability to members in select markets across the country.
More information is available by visiting www.enterprisecarshare.com, the Enterprise CarShare Facebook page, or by following @carshare on Twitter.
About Enterprise CarShare
Enterprise CarShare offers a variety of clean, well-maintained vehicles at an affordable price, when and where customers need them, whether it is for an hour, a day, a weekend or longer. In 2011, Enterprise Holdings entered a major retail car-sharing market for the first time by acquiring PhillyCarShare in Philadelphia, and then, in 2012, it acquired Mint Cars On-Demand in Boston and New York City. Today, Enterprise CarShare offers hybrid, plug-in and fuel-efficient vehicles, delivering car-sharing technology’s speed and economy nationwide to businesses, universities and government offices looking to enhance their fleet management operations along with their fiscal and social sustainability initiatives.