Avis hires ZnSpace to oversee push for new online offering

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.

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.



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