Hertz Undergoes Brand Marketing Makeover

New logo. Remodeled rental locations. Cars added to its fleet. And an ad campaign to connect with customers emotionally.

That’s what car renters can expect to see next year: A whole new Hertz. The car rental company is set to completely revamp its corporate identity, according to Brandweek.com.

Hertz said the purpose of the makeover is to make the brand more contemporary and approachable.

Next year, Hertz will break a campaign themed “Journey on,” Hertz chief marketing officer Mike Senackerib added that the move was to add a platform for Hertz to connect with customers emotionally, which he said had been missing for the 91-year-old company.

One aspect of the campaign involves a product placement deal for Hertz to appear in the George Clooney holiday film, “Up in the Air.” The film revolves around Clooney’s journey to collect one million frequent flier miles.

The company also plans to own the color yellow across all of its communications. One of the first print ads reads: “Reserve some whoa. The Corvette ZHZ will stop you in your tracks.” The car is painted the same color yellow as the new company logo. Not everyone is convinced the campaign will be successful. Differentiating within the car rental space “is a challenge because it’s such a commodity,” said Diane Clarkson, travel analyst, Jupiter Research.

But Senackerib said ad spending for Hertz would see a “robust increase” in 2010. “The new campaign, new corporate identity, there is a lot to communicate,” he said. “It’s important that everyone is exposed to it. It takes a couple of dollars to do that.”

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