Hertz, Live Nation Form Alliance

Fitz-HertzHertz is targeting the “next generation” of travelers with a multi-year sponsorship and marketing alliance with Live Nation entertainment.

The alliance includes Hertz being Live Nation’s exclusive car rental partner in the U.S. and Canada. Hertz car rental services and Hertz NeverLost driving directions will be offered to Live Nation’s concertgoers online through and, reaching more than 26 million monthly unique visitors.

A three-pronged program, Hertz “Movin’ with Music” includes the Live Nation alliance (which encompasses numerous multifaceted consumer engagement programs,) the introduction later in 2012 of Hertz Live Radio, which will be streamed at Hertz facilities and on Hertz buses, and the Hertz Music Store where Hertz Gold Plus Rewards members will be able to use their reward points to acquire music online.



The alliance will allow Hertz to engage directly with music fans, said Mark P. Frissora, Hertz chairman and chief executive officer, in a statement.  “By closely aligning Hertz with live music and tapping into Live Nation’s multichannel network, we are changing how we drive interaction among existing and potential customers,” he said. “This is promotion and e-commerce at its best,” he said, adding that the alliance should result in “generating sales to our bottom line while defining and building brand affinity.”

Both Hertz and Live Nation will use social media and mobile apps for promotions, sweepstakes and special offers. Hertz will receive prominent exposure at 75 Live Nation-owned entertainment venues located in more than 25 of the nation’s largest markets, including Hertz VIP Parking at a select number of Live Nation amphitheaters. Hertz Equipment Rental will also be Live Nation’s official equipment provider, supporting staging activities for many of Live Nation’s concert productions. 

Hertz also plans to launch promotional activities that connect all portfolio businesses to the Live Nation alliance, including commercial and leasing sales. For rental cars, that will include several major promotional activities in 2012. The first artist-driven promotion will feature the electric soul pop band Fitz and the Tantrums.

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