Following the appointment of Marketing Director, Catriona Lougher, earlier this year, the UKs leading vehicle rental organisation, Europcar UK Group, has confirmed its above and below the line agency roster. Encompassing the Europcar, National Car Rental and Alamo Rent A Car brands in the UK, the appointments will support the daily rental providers multi-million pound marketing campaign planned for 2009.
Recent research conducted for us by YouGov has shown that there is a clear opportunity for daily rental in the current economic climate, confirmed Catriona Lougher. It has been crucial, therefore, that we recruited the right support to position Europcar as the number one vehicle rental operator in the UK. The Agencies we have chosen bring a fantastic mix of specialist expertise in their own disciplines, combined with proven success in reaching the consumer marketplace.
Our end objective is to ensure that Europcar is the first choice for consumers when they rent. With the increasing cost of car ownership, focus on environmental issues and sheer pressure on consumers pockets, 2009 will be all about hitting the messages home about the benefits of vehicle rental. And to achieve that we must ensure that the brand and proposition is front of mind through the mix of marketing delivery channels from traditional press to online.
The Agencies selected comprise:
· MediaVest (part of the Publicis Group) – Media Planning and Buying for traditional and digital media for Europcar, National and
· Bigmouthmedia – Natural Search for the Europcar brand
· Harrison Sadler – Press & Public Relations
· Ogilvy – Brand Strategy for the Above the Line Creative
Europcar has a fantastic proposition for the
UK consumer we need to get that message out there and ensure people see the relevance of vehicle rental as a transport option concluded Catriona. We know theres been a shift in thinking in attitudes to car ownership and thats something we are very keen to exploit.
Europcar in the UK has the largest daily rental fleet of more than 60,000 vehicles from over 250 locations and the greatest market share.
Guy Lambert, managing director of Ogilvy Advertising London said: “We are delighted to be appointed to the Europcar roster, especially right now. Europcar’s offer is an idea whose time has definitely come. The current economic climate throws up some real opportunities as well as challenges for both agencies and their clients and I know our planners and creatives are really looking forward to getting stuck into the work.”
Lyndsay Menzies, Managing Director of bigmouthmedia UK added: Were really pleased to be teaming up with Europcar. After working with the brand in mainland Europe we know that theyre an exciting company in a challenging marketplace, and are really looking forward to getting our teeth into the UK search campaign.
Steve Parker, Managing Director, MediaVest said “We look forward to delivering growth across all three brands that will deliver real value to this successful business every day.”
For further press information please contact Maddy Roles, Dominic Dennis, Elinor Puzey or Alison Reeson at HSL on 0208 977 9132 or at email@example.com
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
Founded in 1997, bigmouthmedia is Europe’s largest independent digital marketing agency. With a team of over 200 staff across 13 offices in 10 countries on 3 continents, the company maximises exposure for major brands online through a variety of fully integrated digital marketing channels: Search (PPC and SEO), Online Media Planning, Affiliate Marketing, Social Networking, Brand Monitoring, Online PR and Web Analytics.
Leading the digital marketing strategies of a third of the UK’s most trusted brands, bigmouthmedia services over 300 big-brand customers globally including: Adidas, Hilton, British Airways, Tesco, Aer Lingus, BP, Barclays, Castrol, Conrad International, Dorling Kindersley, Early Learning Centre, easyCar, Fasthosts, Jumeirah, Canon, Samsung, Starbucks, Top Man, Debenhams, Which?, Lacoste, Euler Hermes and Wall Street Institute. www.bigmouthmedia.com/media About MediaVest
MediaVest is a division of Starcom MediaVest Group, ranked one of the largest media communications agencies in the
UK and worldwide. Clients include BT, Fiat, Scottish & Newcastle, EMI and Capital One. SMG’s organisation includes strategic marketing communication experts who are highly specialised in media management, response media, internet and digital communication, as well as sponsorship.With Nearly 4,500 employees in 89 markets worldwide SMG delivers brand-building results for many of the world’s leading companies. It is part of Paris-based Publicis Group S.AAbout Ogilvy
Ogilvy Advertising, part of Ogilvy Group UK, is one of UKs top 10 advertising agencies. Ogilvy Advertising has decades worth of experience and ability in creating, building, transforming and reinvigorating brands and specialises in big picture advertising for big picture clients.
About Harrison Sadler
Harrison Sadler has been in operation for over 20 years and specialises marketing and media communications for the motor, travel and financial services sectors. The Agency has extensive experience of both business to business and business to consumer PR delivered through all media channels.