Dollar Car Rental and Expedia Group Media Solutions have partnered for a campaign to show how a Dollar rental car can significantly enhance the travel experience.
Expedia Group Media Solutions, the advertising arm of Expedia Group, developed an interactive microsite where travelers can browse suggested car rentals based on the number of passengers on a trip. They can also plan a road trip or detour to explore unexpected family-friendly sites, attractions and experiences in 10 popular U.S. destinations, including Kauai, San Francisco, Miami and Chicago.
There is also an option to print and download detailed itineraries with descriptions and images for each stop, estimated drive times and the nearest Dollar Car Rental location at the end of the trip -- and share the itineraries with friends and family via social media or text.
The microsite is supported by creative, which will target U.S. customers searching for or booking another trip component on Expedia.com in the 10 key markets, and those searching for car rentals and booking with Dollar.
The campaign was developed by Expedia Group Media Solutions’ in-house creative agency, Creative Partnerships. Dollar Detour Guide is the agency’s first bespoke campaign for a car rental company, and will run through Nov. 30.
Dollar customers are focused on family and value and are interested in leisure trips, says Ihsane (Izzy) Aziz, brand director, Dollar Car Rental.
“The goal of the brand is to enable those customers to have a stress-free trip beyond the car rental and encompasses the planning and destinations during their trips as well,” Aziz tells Marketing Daily.
And “partnering with Expedia on this campaign allows us to introduce our brand to a new segment of leisure travelers who we know are already qualified prospects for destination travel.”
The effort targets families on a budget.
“The word ‘family’ covers the modern family with different sizes of family, ethnicity, backgrounds,” Aziz sats. “We chose stops within each itinerary that we felt would appeal to a variety of family combinations, at a price that won’t break the bank.”