Bates gets intimate for Europcar’s pounds 1m push in UK market

Europcar Interrent is trying to carve a personality for itself in a ’commoditised’ European car rental market with a new campaign that tells would-be customers: ’You rent a lot more than a car.’

Europcar Interrent is trying to carve a personality for itself in a

’commoditised’ European car rental market with a new campaign that tells

would-be customers: ’You rent a lot more than a car.’



The strategy, developed through Bates Europe, is being unveiled this

week in a pounds 1 million UK campaign, the first work to be produced by

the network since picking up Europcar’s pan-European account (Campaign,

1 October).



The UK initiative, part of an outdoor campaign breaking across seven

countries, aims to emphasise the pleasures of renting from Europcar by

stressing the availability of new car models.



The company, owned jointly by Volkswagen and the tourism group, Accor,

has spent a long period devising and implementing strategies for taking

on Hertz and Avis.



Europcar, which is ranked seventh in the pounds 645 million UK car

rental market, took over Britain’s Godfrey Davis group 16 years ago but

has lost money in recent years as cutthroat competition among Europe’s

car rental companies has squeezed its margins.



Dominick Lynch-Robinson, a senior creative at Bates Dorland in London,

is co-ordinating creative work on the account, which is being run out of

the Bates office in Paris.



The UK effort kicks off with a three-month campaign using 125 sites at

Heathrow and Gatwick airports as well as others at Manchester,

Stansted, Southampton, Glasgow and Edinburgh. Media buying is through

Zenith.



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