ST. LOUIS, March 3, 2015 /PRNewswire/ -- Enterprise Rent-A-Car, the brand well-known for its superior customer service, is rolling out two new marketing initiatives that highlight its signature "We'll Pick You Up" service.
Beginning today, the company will debut "Vamos Por Ti" (We'll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. The campaign focuses on Enterprise's offer to pick up local neighborhood car rental customers at no extra cost.
Recent qualitative research conducted by Bromley – the agency responsible for developing the Hispanic marketing campaign – indicated that while affordable prices and comfortable, reliable, fuel-efficient vehicles lead Latinos to rent from Enterprise, many were unaware that the signature pick-up service is complimentary. The campaign's creative approach is pan-Hispanic as it showcases U.S. Latinos from multiple countries of origin sharing the news about this benefit, leveraging the power of word-of-mouth, which is so prevalent in the Hispanic community.
"Vamos Por Ti" will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year.
"Our first fully-dedicated Hispanic marketing campaign allows us to share what we're well known for – picking our customers up," said Lee Broughton, assistant vice president, Enterprise Brand Marketing, North America. "'We'll Pick You Up' has for decades been a service benefit that sets us apart in the marketplace, and we're excited to show how this unique value proposition resonates with different cultures within Pan-Hispanic communities."
In addition to "Vamos Por Ti," Enterprise is also debuting a new North American television ad that will launch on March 16 across primetime broadcast TV and digital, coinciding with some of the brand's heaviest media buy. The spot, called "Family Reunion," uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion, and then introduces family members to her "boyfriend" (a.k.a. the Enterprise employee) who willingly plays along.
"Our goal is to humorously illustrate how Enterprise's award-winning customer service aligns with the experiences our customers have in a very practical way; our customers are constantly delighted to find that a car rental pick-up can be not only enjoyable, but memorable," said Broughton.
The "Vamos Por Ti" campaign was developed by Bromley and "Family Reunion" was developed by Cannonball Advertising and Promotion. PHD Media Network handles all media planning and buying duties on behalf of Enterprise.
For more information about Enterprise, visit www.enterprise.com.
About Enterprise Rent-A-Car
Founded in 1957 and known for an extensive network of convenient locations, affordable rates and outstanding customer service, Enterprise Rent-A-Car is an internationally recognized brand that is the highest-ranked car rental brand in the J.D. Power 2014 North American Rental Car Satisfaction StudySM and was ranked on BusinessWeek magazine's annual list of "Customer Service Champs" for four years in a row. With more than 5,500 offices located within 15 miles of 90 percent of the U.S. population, Enterprise operates not only as a key provider for insurance replacement, weekend getaways and special occasions, but also as a local transportation alternative.
SOURCE Enterprise Rent-A-Car