Europcar targets renters in Twitter campaign

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Car Rental News - 06/08/2009


Europcar has launched a new campaign called “Hot Summer Tweets”.

The messages are aimed at encouraging its customer base to hire a car for weekend breaks and summer holiday trips.

In the tweets, ideas on places to visit and things to do are offered, along with information on the operator’s latest car hire deals – with a link through to the Europcar website.

The strategy was developed in co-operation with a web design team from Fortune Cookie, and the ideas for the daily tweets were generated by members of the marketing team at Europcar.

Tweets are sent out to existing Europcar customers in regularly-scheduled email campaigns.

The head of eCommerce at Europcar UK, Danny Higgins, described the campaign as a part of the firm’s overall marketing strategy: “We’re very keen to explore new platforms such as Twitter to increase our brand awareness and interact with new customers in a very informal and more personal way.”

Higgins added: “We understand the importance of providing content that’s of genuine value rather than just pushing a sales message. While the vast majority of our Tweets concern fun ideas for places to go, our aim is to ‘Inspire to hire’ and introduce new customers to the idea of hiring a car for their weekend trips and UK holidays.”

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