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Rental cars get a good wrap
By Tanya Lewis
Client: Wrap Media Group (Boca Raton, FL)
Agency: TransMedia Group (Boca Raton, FL)
Campaign: Wrapped Rental Vehicle Launch
Duration: July - November 1
Budget: about $25,000
Over the summer, Wrap Media Group executed its idea of wrapping rental cars with branding, giving advertisers a unique new form of exposure and renters a deep discount. The first deal was inked with Budget Rental Car of Atlanta and Sheets Energy Strips, which bought space on 25 cars available to Budget customers from August 10 to November 8. TransMedia Group was hired to devise and execute a campaign to drive demand among advertisers, car rental companies, and consumers.
“The challenge was to figure out the best way to announce this new platform and ensure those audiences were receptive and prompted to engage,” says Wrap Media Group VP Matt Custage. “Our goal was a huge national splash followed by continual media placements.”
Strategy
“This was the perfect storm for media,” explains agency president Glen Calder. “It's a form of advertising that actually benefits consumers, it had never been done, and it's visually pleasing. It's a consumer story. It's a travel story. It's a business story.”
AP got an exclusive. Additional media relations, as well as a blogger caravan and social media outreach, also drove awareness.
Tactics
The August 1 AP story featured Nia Lewis, Budget's first wrapped car customer (who rented the car for $88 rather than $300 for four days). A national press release detailing the concept immediately followed. Local TV stations had access to the cars on Budget's lot that day.
Ten influential Atlanta bloggers covering consumer, family, and travel topics were recruited to drive 10 wrapped cars in a caravan around Atlanta from 10:30am to 2:30pm on August 9, the day before the cars were available to Budget customers. Each posted content on their blogs, Twitter, Facebook, and YouTube.
Representatives from Budget, Sheets, and Wrap Media Group also participated in the caravan and used their respective social media channels to communicate during and after the event.
Results
More than 500 print and broadcast stories have run in outlets such as CNN and Fox News. A TweetReach report indicates 85,442 people were reached (249,709 impressions).
All 25 cars have been continually booked online. Custage says media coverage dramatically increased consumer demand for the cars and sparked negotiations with dozens of national brands and ad agencies. Wrap Media Group also has established deals with multiple rental car companies.
Custage adds the company has been approached about wrapping different types of vehicles, including boats and RVs.
Future
Media relations continues, and the team will soon announce deals and new campaigns with rental car companies in LA, Dallas, Chicago, and South Florida.
Wrap Media Group Announces Partnership with Major Rental Car Company to Wrap Rental Cars and Offer Renters Big Discounts
The Sponsored (wrapped) Rental Vehicles will Debut in Atlanta in August with Sheets™ Brand Energy Strips
Have you ever thought, "What will they think of advertising on next?" Wrap Media Group has answered that question. In a partnership with Budget Rent a Car of Atlanta, an independent Budget System Licensee, Wrap Media Group will wrap rental vehicles with the eye-catching Sheets™ Brand Energy Strips. For the first time ever, renters will be able to get a significant discount when driving a Sponsored (wrapped) Rental Vehicle.
"Like many other entrepreneurial ventures, this was conceived on a cocktail napkin in a restaurant. We've developed a new and unique way for brands to interact with their consumer audiences," said David Berke, COO of Wrap Media Group. "The ability to integrate wrapped vehicles, product placement and online interaction into one solution is unparalleled."
These Sponsored Rental Vehicles can now be booked online at www.budgetatl.com for the initial campaign beginning in August and continuing to November 2011. Wrap Media Group will be offering brands the ability to advertise on thousands of rental vehicles in many other markets across the US and abroad once the initial campaign is underway.
"Our mission is to always provide the best value for our customers and this is another example of that," said Heather Etzler, Vice President and General Manager of Budget Rent a Car of Atlanta. "We expect a very positive reaction from our customers given that the vehicles are wrapped in good taste and Sheets™ is a new and exciting brand."
The Sponsored Rental Vehicles will also bring multiple other branding opportunities such as the ability to add short codes for text messaging campaigns, QR Codes, and coupons or product samples that will be placed in the vehicles as well as at the rental facilities.
"We recently began an aggressive marketing campaign and this concept was the perfect fit," said Warren Struhl, CEO of PureBrands, LLC the owner of Sheets™ Brand Energy Strips. "Not only will renters be getting a discounted rental rate and be exposed to our brand, these vehicles will also be seen by thousands of people traveling on roadways and at restaurants, shopping malls, attractions, parks, beachfronts and other popular destinations."
"The response has been amazing as we are currently in negotiations with major brands interested in launching campaigns both in Atlanta and in other locations across the country," added Matt Custage, Vice President of Wrap Media Group.
Wrap Media Group offers brands a host of non-traditional methods for exposing their messaging to the world. Wrap Media Group is the exclusive provider of consumer-driven wrapped rental vehicles. Their leadership consists of both seasoned corporate veterans with decades of leadership experience as well as serial-entrepreneurs that have successfully built ventures that have contributed significantly to the landscape of various industries. www.wrapmediagroup.com
Budget Rent a Car of Atlanta is an Independent Licensee System of Budget Rent A Car System, Inc., one of the world's best-known car rental brands. The franchise (A Betterway Rent-A-Car, Inc., dba Budget Rent a Car of Atlanta), the largest of all of the Budget franchises, has been in business since 1977. Budget carries a line of fuel-efficient vehicles, sedans, luxury cars, convertibles, SUV's, minivans, passenger vans, cargo vans, and moving trucks. Budget of Atlanta is open 7 days a week and has competitive pricing for corporate accounts. www.budgetatl.com
PureBrands, LLC, is a holding company that creates, acquires and markets proprietary and differentiated consumer products. The company's inaugural product Sheets™ energy strips was launched in June 2011. Some of the world's best athletes and hottest entertainers are founding partners and/or investors in PureBrands, including superstar athletes LeBron James and Amar'e Stoudemire, as well as award-winning entertainers Drake and Pitbull. www.takeasheet.com
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