New Advertising Campaign Highlights Enterprise Rent-A-Car as a Total Transportation Solution
For First Time Ever, Company Unveils New TV Spots Showcasing Enterprise CarShare and Enterprise Car Sales
ST. LOUIS (Sept. 12, 2013) – Beginning this month, Enterprise Rent-A-Car will launch a multifaceted, nationwide advertising campaign highlighting the brand’s role as a total transportation solution. The campaign will include, for the first time in company history, two national spots that feature Enterprise’s CarShare and Car Sales business lines.
The new advertisements mark an evolution in the company’s “The Enterprise Way” campaign, which since 2011 has highlighted Enterprise’s focus on customer service, culture and heritage. The spots take the company story even further to reinforce Enterprise as a total mobility provider for today’s consumer. Offering neighborhood and airport car rental, car-sharing, ride-matching, vanpooling services, car sales and commercial truck rental, Enterprise provides a comprehensive portfolio of transportation options where individuals both live and work.
“Our new advertising campaign emphasizes the fact that no matter what transportation challenge a consumer may be faced with today, Enterprise has a solution,” said Jim Stoeppler, assistant vice president, Enterprise Brand Marketing. “Highlighting Enterprise CarShare as part of a national television campaign, which is a category first, as well as Enterprise Car Sales, is a big step forward for us, and will drive additional awareness and momentum around these key sectors of our business.”
All five of the new spots will be rolled out nationally on broadcast television and across a variety of cable networks between now and April 2014.
The Enterprise CarShare 30-second spot debuts Sept. 14 as part of CBS’ season-opening broadcast of Southeastern Conference football. A preview of the spot is available on the Enterprise YouTube channel. That spot will be followed by an Enterprise Car Sales ad, one spot each highlighting Enterprise’s NCAA and NHL partnerships and an ad featuring several of the brand’s mobility offerings.
Once again, Enterprise has tapped its own employees to be featured in each of the advertisements.
“Nobody can communicate the Enterprise story better than our exceptional people,” said Stoeppler. “They are highly engaged, committed to our customers and work tirelessly every day to ensure Enterprise delivers the best service in the industry.”
Targeted paid media in digital, mobile and social channels, as well as an owned content initiative with the online versions of Sporting News and Bleacher Report are also a part of the new advertising campaign.
The creative for the new TV spots was developed by Cannonball Advertising and Promotion. PHD Media Network handles all media planning and buying duties.
For more information about Enterprise, visit www.enterprise.com.
About Enterprise Rent-A-Car
Founded in 1957, Enterprise Rent-A-Car is known for an extensive network of home-city and airport locations, everyday low rates and outstanding customer service. With more than 5,500 offices located within 15 miles of 90 percent of the U.S., Enterprise operates more than twice as many locations as its nearest U.S. competitor and continues to lead the home-city market. Enterprise Rent-A-Car operates not only as a key provider for insurance replacement, weekend getaways and special occasions, but also as a local transportation alternative.