Hertz car rental to get makeover

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Car Rental News - 19/10/2009


Car rental giant plans major corporate rebranding

Hertz car rental agency, which recently won the Best Car Hire accolade in the Conde Nast Traveller's awards, is set for a major corporate revamp of its identity next year.

The makeover will affect every aspect of the company's image and identity, with plans for a new logo, fresh advertisements, cars and even uniforms in the works. Hertz's CMO, Mike Senackerib has said this has been no small decision. The CMO says that while customers have come to rely on the firm for speed, selection and delivery, an emotional element was lacking. The makeover aims to rectify that, and form an emotional connection with the car hire users.

Hertz' 2010 campaign will be labelled "Journey on". The advertisements will communicate that Hertz understands the journey travellers are on when they set out on a trip, and how they can have the best experience with Hertz.

George Clooney will be the face of the new ads, with an ad-film showing him as on a journey to collect a million frequent flyer miles. A new logo will replace the one Hertz has been using for decades. The word Hertz will be spelled in black, using a new font, and set against a yellow background. The cars in the ad will also be yellow; which is part of the rebranding effort.

Hertz has not yet revealed details of how much this revamp is expected to cost the car rental giant, although the budget is expected to be significant.

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