HERTZ has launched a major price promotion, in which consumers can book a week’s car rental anywhere in Europe or the US for ú99. The campaignruns throughout February and is aimed at building Hertz’s profile in the leisure market,
It is the operator’s first push at the leisure market since the appointment of Bill Jones as divisional vice-president leisure sales last summer.
The discounted price is valid for rentals between Easter and the end of June, and represents a saving of ú230 a week on normal Hertz rates in Madeira, ú10 a week in Malaga and ú70 a week in the US.
Fixed rates of ú149 and ú199 are available over the same period for clients who want a larger car.
Jones said the low prices are only available through the trade. Retail staff will earn 20% commission and receive a ú5 voucher for each booking they make under the promotion. Their names will also be entered in a weekly draw to win ú999.
“We do suffer from a perception in the trade that we are not prepared to work with agents,” Jones said.
“This is a very ‘un-Hertzy’ campaign. It is very bright, which is designed to make a statement and try to address thatperception.
“In the short term, this campaign doesn’t make any commercial sense.
“However this is a long-term investment to tell consumers we are not as expensive as they think,”he added.
“We also want to show agents we are really serious about leisure bookings.”
Jones said this is the first of several such promotions that will run throughout the year.