ST. LOUIS, Dec. 23, 2016 /PRNewswire/ -- "If only Enterprise could help me with all of my transportation needs." That's the wish expressed by actress Kristen Bell in a new Enterprise advertisement.
And Enterprise grants her wish in the latest TV spot that reflects a recent marketing shift toward highlighting the brand's comprehensive transportation offerings – including car, truck and luxury vehicle rental, as well as car-sharing and car sales – while also tapping into the things its customers are most passionate about.
The ad that features Bell will debut on January 1 and 2, during the first-ever NHL Centennial Classic™ and the NHL Winter Classic® hockey games.
"No matter what your transportation needs may be, Enterprise has you covered. And as driving habits keep evolving, we want to keep reminding our customers that we always have their backs," said Lee Broughton, vice president, Enterprise North American Brand Marketing. "Our new campaign featuring Kristen Bell really brings our brand positioning to life. She's relatable, inviting and charismatic. We know she will tell our story in an engaging way that really clicks with our customers."
Bell will be front and center in a 30-second television advertisement and featured as well in digital ads. She will also star in a series of digital shorts that will air on Enterprise's social media properties. In these spots, Bell playfully interacts with Enterprise in a variety of humorous scenarios. For example, in one digital short we see Bell tensely preparing to haggle over the price of an Enterprise Car Sales vehicle as if in a Wild West duel, which quickly turns light-hearted when she learns that each vehicle comes with no-haggle pricing.
Bell's role as Enterprise spokesperson comes on the heels of actor and comedian Joel McHale's recent appearance in an advertising campaign that showcased all of the ways Enterprise picks up its customers.
Enterprise is complementing these advertising efforts with a new content marketing strategy that works to connect with customers on a more emotional level. Specifically, Enterprise is tapping into their passions, with a special focus on music, sports and travel. Recently, the brand launched Pursuits with Enterprise, a new digital magazine that offers stories of exceptional travel journeys filled with purpose and passion. Stories featured in the magazine are designed to go beyond the "where" and "what" of travel to get to the "why" behind people's journeys – exploring what they hope to achieve and learn along the way, and how their travels help them dive deeper into the things they care most about.
In addition, Enterprise recently became an Official Partner of Live Nation, the world's leading live entertainment company. Through the partnership, Enterprise will bring fans more access to their favorite music, artists and concert experiences. Enterprise also plans to air its Kristen Bell advertisement during the 2017 NCAA® Division I Men's Basketball Championship. The brand has been an official Corporate Partner of the NCAA for more than a decade.
"We're upping our game when it comes to telling the Enterprise story," said Broughton. "Whether through advertising, social media, content or other means, we want to make sure customers experience our brand on a variety of different levels, and that they are moved by the engaging stories we're telling. In this 'Age of Experience,' we plan to keep emphasizing interactions over transactions. For us, that's the key to forming customer connections that last over the long term."
For more information about Enterprise, visit www.enterprise.com.
About Enterprise Rent-A-Car
The Enterprise brand – which comprises Enterprise Rent-A-Car, Enterprise CarShare, Enterprise Truck Rental, Enterprise Car Sales, the Exotic Car Collection by Enterprise, Zimride by Enterprise and RideShare by Enterprise – offers customers a total transportation solution. Its flagship brand, Enterprise Rent-A-Car, was founded in 1957 and is known for an extensive network of convenient locations, affordable rates and outstanding customer service. Enterprise Rent-A-Car was ranked on BusinessWeek magazine's annual list of "Customer Service Champs" for four years in a row. Enterprise operates not only as a key provider for insurance replacement, weekend getaways and special occasions, but also as a local transportation alternative. With more than 5,600 fully staffed airport and neighborhood offices located within 15 miles of 90 percent of the U.S. population, Enterprise can meet whatever transportation need customers may have – renting, buying or sharing.
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SOURCE Enterprise Rent-A-Car