Enterprise Launches New Canadian Ad Campaign for First Time in 20 Years

TORONTO, Oct. 3, 2011 — CNW — The brand's first new advertising campaign in Canada in two decades launched in English Oct. 3. Enterprise employees kicked off the campaign first in September in French.

The campaign will run nationwide in both official languages, with three brand spots slated for each. The ads feature 37 Enterprise employees — 22 from Toronto and 15 from Montreal — and some will even highlight the company's affiliation with Canada's national sport: hockey.

Entitled "The Enterprise Way," the integrated marketing campaign features a wide variety of Enterprise's Canadian employees expressing the brand's customer service focus, culture and heritage in their own words. "Our past ad campaign contributed to exceptional brand recognition and put Enterprise Rent-A-Car's 'We'll Pick You Up' promise on the map,” said Enterprise brand director, Jim Stoeppler. “But now we want our customers to learn more about the Enterprise story and who we are as a company. This campaign will go beyond the rental transaction to emphasize our uncompromising commitment to customer service in Canada."

Enterprise launched its first U.S. national TV advertising in 1989, and brought the campaign to Canada in 2004. Since then, it has expanded from a relative unknown in the industry, primarily providing insurance replacement rentals, into the leading brand across North America. The creative for the new campaign was developed by Cannonball Advertising and Promotion, and PHD Media Network executed the media buy.

Today, Enterprise Rent-A-Car has more than 450 locations in Canada, including 70 offices serving airports. Enterprise Rent-A-Car is operated through the regional subsidiaries of St. Louis-based Enterprise Holdings, which is now in its third generation of ownership by the Taylor family.

Comment On This Story

Name:  
Email:  
Comment: (Max. 10000 characters)  
Please leave blank:
* Please note that every comment is moderated.

Newsletter: Sign up to receive latest news, articles, and much more.

Read the latest

Auto Focus Blog: A blog covering fleets, auto rental and the business of cars

Autonomous Vehicles and the Changing Role of the Fleet Manager

With fewer drivers and substantially longer fleet lifecycles, fleet managers will pivot to new job functions.

2017: Fleet Mix Will Be Paramount

Car rental companies are migrating to vehicle segments with better residual values, though not without bumps in the road.

Auto Rental Summit: Five Trend Lines

Taking in the seminars, discussions, and networking at the 2016 Auto Rental Summit, trend lines emerged around shifts in model mix, data protection issues, increasing labor costs, workforce engagement, and new platforms to rent cars.

Job Finder: Access Top Talent. Fill Key Positions.