Budget picks Mustoes for relaunch brief

Budget Rent A Car has appointed Mustoes to handle its first advertising campaign in more than two years. The appointment is on a project basis.

The car rental company, now owned by Avis, is likely to call a full agency pitch later in the year. It has appointed John Ayling Associates to handle media planning and buying.

Budget’s advertising was previously handled by Euro RSCG Wnek Gosper Partners, with media by SPS of Dunstable. The new appointments have been made by commercial and marketing director Sara Zimmerman, a former marketer at Holiday Autos and Holiday Hotels, who joined Budget early last year.

Budget Rent A Car’s advertising account has been dormant for some time – the parent Budget group was bankrupt and was forced to sell off its operations. Budget Rent A Car’s interests in Europe, the Middle East and Africa, including 75 locations in the UK, were sold to Avis Europe last March for $20m (£11m).

The company plans to revitalise the brand with a nationwide 96- and 48-sheet outdoor campaign and bus-side advertising later this month, using the strapline “More car for your cash”.

The advertising is supported by a promotional offer, which runs until June. Customers will automatically receive a voucher offering either 20 per cent off their next rental or a free upgrade when checking in at their local rental location.

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