Hertz keeps its `Promise’ with ú1m

Car rental company Hertz UK is to back its new “Hertz Price Promise” with a ú1m marketing budget, as the price war in the package holiday sector spills over into related leisure markets.

Car rental company Hertz UK is to back its new “Hertz Price Promise” with a £1m marketing budget, as the price war in the package holiday sector spills over into related leisure markets.

Hertz has committed itself to undercut any published lower price, offered on an equivalent deal by any other car rental company, by £1.

Hertz UK managing director Aidan O’Kelly says: “We are not interested in price wars, but we are committed to offering prices in the leisure market which our customers find attractive.”

The company claims its share of the pre-paid leisure car rental market more than doubled last year, after it reduced the booking period from 14 days before departure to 24 hours.

Hertz says it expects further growth in 1995. It is opening a new telephone reservations centre in Manchester and introducing a single nationwide local call telephone booking number from April 1.

Hertz says the UK market for outbound leisure car rental is worth about $400m (£250m), of which $250m (£157m) goes through retail channels.

The bulk of the £1m marketing budget will go on consumer press ads through Bainsfair Sharkey Trott, breaking this week.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here