ZnSpace, the new-media planning and buying outfit set up by
interactive agency Zinc last September, has been appointed by car-hire
giant Avis Europe to handle the launch of its website.
The online campaign for AvisWorld.com will target consumers and business
people in the UK, Germany, Holland, Spain and Italy.
ZnSpace director Caroline Walton said the campaign represented Avis’s
first significant push into a wider market. ’Until now, its campaigns
have been focused around airports. We want to promote the website to a
broader audience,’ said Walton.
She said the campaign would use sites strategically. ’It is not
necessarily about which sites you use, but about when and how you use
them. A consumer using FT.com in the morning will have a very different
mindset to one using SimplyFood in the evening. You can tailor a
campaign to take advantage of moods.’
Walton added that the drive would also include a WAP element. Zinc will
handle creative for the launch.
Walton and her fellow director Julia McNally previously worked in sales
at VNU. Walton was sales development manager at VNU New Media, while
McNally was head of sales within the same division.
Zinc owns 40 per cent of ZnSpace, with the option to buy more at a later
date. But Zinc managing director Georgia Hall said she was keen for the
company to establish itself as an independent entity.