New boss to raise European profile of US car rental group

John Mycroft has been promoted to marketing vice-president at Republic Industries Automotive Rental Group, Europe – the car rental company which owns the Alamo and National Car Rental brands.

Mycroft, former commercial director at EuroDollar, which was bought by Republic Industries at the end of last year, will be responsible for developing the National and Alamo brands on the Continent. The EuroDollar car rental brand was ditched earlier this year.

Mycroft will report directly to president and chief operating officer, Europe, Geoff Corbett. John Leigh is UK senior vice-president with responsibility for marketing.

The company wants to establish the profile of National – aimed at the corporate market – in Europe. Last month, Republic launched a 2m advertising campaign featuring a traffic light and the catchline “Green means Go”. Green is the brand colour for National.

Alamo, already an established brand in Europe, will continue to focus on the leisure sector.

The company said in February (MW February 5) that it was looking at TV advertising in its marketing plans for the next year.

Roose & Partners won the 4.5m Alamo and National account across Europe in February.

The company has also secured new sponsorship deals with the Grand National and the PGA English Open.

National Car Rental has an estimated 15 per cent of the UK market.

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