Budget targets leisure travelers with offers car ad
ATLANTA – When Nia Lewis was looking for a car to drive to Florida to visit her in-laws, she went to the Atlanta Budget Rent a Car website as she normally does. But they stumbled on something special.
There, on the home page of the site was a big discount. The catch? The car is a moving advertisement.
With the price of gasoline approaching $ 4 a gallon and the economy remains in poor condition, is hoping more budget deal-hungry travelers want cheap car hire – as long as they do not mind driving a billboard.
Lewis read the fine print on the website, the company sought the ads were promoting and completed a questionnaire which asked what types of sites they may visit.
But the selling point is price: Lewis saw that she was an SUV that would normally cost closer to $ 300 for a four-day trip for about $ 88 to get.
"The price surpassed everything," said Lewis, who with her husband and two-year-old daughter to travel at the end of August. "I think it's a good idea. You pay them to advertise their vehicles, but they help you, because it is a much cheaper rate than I would have paid."
The Boca Raton, Florida-based car rental company is launching its campaign sponsored rental cars in Atlanta, one of the major hubs, with 15 full-size sedans and SUVs intermediate 10. Those are the sizes most rented by vacationers and families.
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The cars are equipped with ads for sheets Brand Energy Strips, a product launched earlier this summer. The promotion was mediated by Wrap Media Group, which makes non-traditional advertising offers.
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The campaign budget is a first for all three companies, and the Atlanta promotion will continue until November. But the concept is not entirely new, already used in vehicles such as trucks and buses. Companies emblazon their logos and corporate fleet with independent contractors often promote their wares on the car doors and bumpers.
Tenants who opt for a sponsored car is the car at a significant discount or may qualify for a free upgrade. The cars can be rented online or at one of the Budget locations in Atlanta. The promotional rate will depend on market rates and availability.
Heather Etzler, vice president and general manager for the Atlanta branch budget, said the campaign is in line with the company's mission to provide the best value for our customers. She said the budget is expected tenants will find the ads are exciting and in good taste.
"This will help us build a relationship with the customer, we do not at this time," Etzler said. "We think demand will be there. In a world so driven with coupons and discounts, we think it is a good relationship."
Wrap Media Group President Ira Berke said that cooperation is a win-win situation for consumers and businesses they are trying to achieve.
"It's not just a blatant sell," says Berke.
It is a strategy that will be noticed. The black and white sheets covering three sides of the logo all-red vehicles, and the ads have Sheets' slogan, and website links to the company's social media addresses. The ads also say the product B-vitamins, no calories and no sugar.
Media wrap vice president Matt Custage said the company is negotiating with other brands interested in similar campaigns. Part of the Sheets' promotion includes free samples of the product, which will be available in vehicles for tenants to try – or not.
Warren Struhl, CEO of Pure Brands – which owns Sheets – said he was enthusiastic about the prospect of its brand is exposed to people on the street and in restaurants, malls, parks, beaches and other popular destinations.
"I'm always looking for opportunities to use every dollar in an unconventional way," says Struhl, who has built several consumer products companies.
Struhl, when his specialty laser paper company, Paper Direct, launched in the year 1990, he samples of the product in the printer cubes with a catalog to connect customers. Later, when he began Popcorn Indiana along with beer and other beverage companies to promote both products.
"Many of my companies have different things to break out of the mess made," said Struhl. "We have a nice, cool, renegade brand. It's all about that exciting. I think our logo and our color red is something that will really stand on moving cars."
Copyright 2011 The Associated Press. All rights reserved. This material May not be published, broadcast, rewritten or redistributed.
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Submited at Saturday, August 6th, 2011 at 1:00 am on Deals by hilman
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