Advantage Rent A Car is partnering with LMO Advertising, an advertisement agency in metropolitan Washington, D.C., to transform its business model and advance sales and customer loyalty.

According to the company, this transformation includes employee service training, a new vehicle fleet and a new customer program to target business professionals and entrepreneurs who seek value and quality service.

LMO will help Advantage acquire prospective customers through various channels, including digital marketing and social media engagement, says the company. LMO’s partnership comes at a pivotal time for Advantage, as it has just undergone a major restructuring effort and secured new financing to propel its growth.

“This is an exciting step for us, and we have dedicated a lot of resources to improving our customer programs, retraining our teams and purchasing a better fleet of vehicles that meet the needs of business professionals and entrepreneurs across the nation,” said William N. Plamondon, president of Advantage Rent A Car. “LMO will help us understand this challenging target market and bring an unprecedented amount of experience and expertise to our marketing and communication efforts.”

Advantage’s new customer program “Advantage For Business” will offers customers a flat rate pricing structure on three car classes. In addition to a value-based flat rate with no blackout dates, “Advantage For Business” offers a fleet of the latest vehicles, no charge for extra drivers, no young driver fee for renters 21-24 years old and an express line for business customers, according to the company. This program will be available at every Advantage location nationwide.

“Advantage Rent A Car has an incredible opportunity to present a whole new value proposition to business travelers who use their services, and we are excited to partner with them to support their digital marketing efforts for this new business venture,” said Chris Laughlin, president and CEO of LMO Advertising. “We have a deep understanding of and experience in the car rental industry, and we bring years of market knowledge to Advantage.”

LMO has 12 years of market research background in the travel industry, including serving as the digital agency for Avis Car Rental, as well as working with Marriott, Fairmont Hotels and Radius Travel.