The campaign switches the traditional “a” in “Rent-A-Car” to “Rent-THE-Car.”  -  Source: Sixt

The campaign switches the traditional “a” in “Rent-A-Car” to “Rent-THE-Car.”

Source: Sixt

Sixt announced in a statement the launch of its new integrated marketing campaign in the U.S. Entitled “Rent-THE-Car,” the campaign leans into the company's premium experience. For the first time in its almost 12-year history in the U.S., the brand is committing to a larger advertising spend and more comprehensive campaign as opposed to targeted programs in the past.

“The general rent a car experience in the U.S. is quite ordinary and not very exciting to the customer," said Tom Kennedy, president of Sixt U.S. in the statement. "The campaign is a great opportunity for Sixt to showcase how we are different, and it starts with renting THE car.”

In the coming months, the campaign will run across TV, digital, and out-of-home. The ads will feature BMW vehicles as one of the important OEM partners for Sixt.

“Our new campaign backs the growth course of Sixt in the U.S. and leans into how we intend to lead the premium segment from the East to the West Coast," added Konstantin Sixt, Co-CEO of SIXT. "By renting with Sixt, customers get THE car with the best premium experience the industry has to offer.”

The “Rent-THE-Car" campaign concept was created in partnership with independent ad agency GUT Miami demonstrating how the brand is different: Exciting its customers with a premium rental experience. 

“It’s a huge honor to be working with Sixt, especially to be trusted to help them with their first nationwide campaign in the U.S.,” said GUT co-founder & creative chairman Anselmo Ramos. “I’ve been a huge fan of their work in Europe by Jung von Matt, so to now be working with them for their U.S. launch is a dream. We can’t wait to show everyone how we’ll be marketing this amazing brand to the U.S.”

Sixt has continuously expanded its market presence in the U.S. and is now located in 38 airport markets. The company is heading for a record year as it saw the strongest results in its history in the third quarter of 2022. Consolidated revenue after nine months rose by about 40% compared to the same period in the previous year, and the company is seeing strong growth in all regions as demand remains high. In North America specifically, revenue was up 60% in the first nine months of this year.

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