Spring is right around the corner and Christmas and the holidays are fading from memory.
But Hertz is taking a look back at a marketing activation it conducted in Florida in December. Jayesh Patel, senior vice president marketing for Hertz, took a few minutes to share results from the activation with Marketing Daily.
Q. How did the activation and video perform? What kind of metrics can you share?
A. Overall, the Hertz Santa activation and video were a great success. Across both activations at the Fort Myers and Orlando airport locations, we handed out 8,000 gifts to children and families.
Our video featuring Santa Claus played across video monitors at Hertz locations across the country. Our brand lift survey showed a significant increase in brand preference and the ad garnered impressive media impressions across multiple platforms while in market. We also shared the video on our social media channels. On Facebook, the video accumulated 1 million views with thousands of likes, comments and shares.
Q. Why did you decide to do this activation?
A. We know that traveling during the holidays can be stressful, having to deal with crowded airports and roadways or potentially schedule-deterring weather. We wanted to alleviate some of that stress by teaming up with Santa, who is famous for spreading cheer and bringing smiles to people’s faces.
Q What was the goal of the 2017 holiday campaign?
A. The goal was to make children and their families’ travels a bit brighter this year and show busy travelers that no matter where you’re going, Hertz is here to get you there.
Our video captures the enchantment of the holiday season by telling the story of Santa, who is tired from business travel and his “red-nose” flight. He turns to Hertz to help him find the perfect vehicle to deliver his presents.
Q. What is Hertz’s market positioning and how is the car rental market changing?
A. Hertz pioneered the car rental industry 100 years ago. We changed the way the world does business, the way families vacation and the way people explore. Today, with nearly 10,000 airport and neighborhood locations worldwide, we have the largest global footprint of any car rental company allowing us to continue to set the gold standard by not only understanding our customers’ needs but anticipating them as they evolve. Our Hertz Gold Plus Rewards loyalty program also offers a fast and easy rental experience, plus numerous benefits that we are continuously enhancing to meet and exceed our customers’ expectations and changing preferences.
Q. And given that, what is Hertz’s value proposition?
A. At Hertz, we have a very simple value proposition — we’re here to get you there. Wherever your “there” may be, we have the right car to get you there, whether it’s a rental car for a business trip, a weekend getaway or a replacement vehicle while yours is in the shop.