Claydon Heeley nets EasyCar online task

LONDON - Claydon Heeley has been chosen by EasyCar to handle its pan-European online marketing account.

The agency, which was appointed without a pitch, has been briefed to come up with a customer relationship marketing strategy to help the online car hire brand boost its profits and take on major players such as Hertz.

Claydon Heeley's first project will be to create a campaign involving a microsite and online promotional activity, to increase registrations to EasyCar's email marketing database to boost online bookings.

The company has repositioned in the past two years after a poor financial performance in 2004, when it posted losses of £13.2m. The company has since changed its business model to offer customers deals with rival car hire companies under the EasyCar banner, as well as booking its own cars.

Kate Bourke, a business director at Claydon Heeley, said: "We've been given the opportunity to produce an engaging campaign, that will not only drive awareness but also deliver hard results for the brand."

As much as 60% of EasyCar's ad budget is spent online. Its digital media account is handled by Wheel, which was appointed in 2004. In the past, the brand has spent between £2m and £5m a year on marketing.

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