Europcar UK Group, the UKs leading vehicle rental company has strengthened its marketing structure in preparation for its multi-million pound re-launch in the UK in 2009. Catriona Lougher, previously Consumer Marketing Director has been promoted to the role of Marketing Director for the Group, heading up a team of 17 marketing professionals including three new recruits.
Ben Bailey, previously Senior Marketing Manager at BT has been appointed in a newly created role as Head of Brand Marketing. Ben brings over 15 years in consumer marketing experience and will join the business in the Autumn.
Europcars e-marketing expertise will be bolstered with the appointments of Danny Higgins, previously Online Trading Manager for Comet as Head of Ecommerce and Susan Kalair, formerly Marketing Manager for Chevrolet as eCommerce Manager. Susan joined Europcar this month, with Danny joining in early November.
The new team brings together the previously separate corporate and consumer marketing units and reflects the businesss desire to focus on building the core Europcar brand primarily within the consumer market.
Catriona Lougher comments: I have been appointed to position the Europcar brand in its rightful position as market leader in the UK. By bringing the two marketing teams together as one we will have a much more unified approach to our marketing activity ensuring we achieve the most value from our spend both on and offline. As Head of Brand Marketing, Ben will play a crucial role in driving forward our brand positioning activity. We are also investing around £2 million in our digital activity and Danny and Susan will be key to helping us achieve our objectives in this crucial area.
We have already been reviewing our current suppliers and identifying where we need to bring in additional expertise from businesses that suit the scale of our brand and our ambitions. We have been in discussion with natural search agencies for our e-marketing activity and with Ogilvy in the UK for above the line activity.
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Notes to Editors
Owned by the French private equity firm Eurazeo, Europcar is the European leader in passenger car and light utility vehicle rentals. Since March 2007 with the acquisition of Vanguard EMEA (National & Alamo brands), its network comprises over 5,300 rental outlets in 160 countries. Europcar serves business and leisure customers throughout Europe, Africa, the Middle East, Latin America and the Asia-Pacific region. Excluding franchise operations, in 2007 Europcar signed more than 10 million rental contracts, with 7,700 employees and a fleet exceeding 215,000 vehicles. For more information: www.europcar.com