Last year, consumers saw the disappearance of an iconic tagline from one of our long-standing car rental behemoths. Avis Budget Group is a leading global brand, boasting over 10,000 rental locations throughout 175 countries within its Avis and Budget segments. Additionally, Avis Budget Group now includes the Zipcar brand, which is the world’s leading car sharing network, with more than 775,000 members. After 50 years of the "We Try Harder" tagline, CMO Jeannine Haas and her team trashed the tired tagline and replaced it with a modernized one – "It's your space".
Complete with a new slew of commercials promoting the new slogan, the "It's your space" product strategy and marketing campaign addresses the needs of rental car consumers, i.e. having the option to safely sing your way through your day in the comfort of your own carâ€¦ if that's what you want.
Adding to their empire, Avis Budget purchased Zipcar for $491 million earlier this year. According to Bloomberg analysts, the purchase identifies an overall market trend toward shorter term car rentals. Avis Budget adapted to the changing marketplace by entering the $400 million car sharing business. Zipcar also just announced that car sharing will be available at eight new airport locations, expanding the short term rental availability and catering to the busy corporate traveler rushing out of the airport for a meeting.
Building on the success of a new consumer-centric marketing strategy, Avis Budget recently launched its "The Professionals" commercial series, featuring traveling celebrities and how they utilize their car space.
Jeannine Haas, Chief Marketing Officer of Avis Budget Group, will Keynote during the morning of Day 2 at this year's collocated Loyalty and Big Data World conferences. She will address the convergence of data-driven decision making and adaptable marketing strategies. In order to remain a dedicated, best-in-class Customer Led, Service DrivenTM organization, Jeannine and her team focus on evolving their brand to remain relevant in a commoditized industry and break out of the pack. Hear more from Jeannine and Avis Budget Group by attending this year's Loyalty / Big Data USA conference on October 28-29 at the Bellagio in Las Vegas!