Enterprise Rent-A-Car is rolling out two new marketing initiatives that highlight its "We'll Pick You Up" service.
Beginning today, the company will debut "Vamos Por Ti" (We'll Come For You) – its first Hispanic marketing campaign. The campaign focuses on Enterprise's offer to pick up local neighborhood car rental customers at no extra cost, says the company.
Research conducted by Bromley indicated that while affordable prices and fuel-efficient vehicles lead Latinos to rent from Enterprise, many were unaware that the signature pick-up service is complimentary.
The campaign's creative approach is pan-Hispanic as it showcases U.S. Latinos from multiple countries of origin sharing the news about this benefit, leveraging the power of word-of-mouth, which is so prevalent in the Hispanic community, according to Enterprise.
"Vamos Por Ti" will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year.
"Our first fully-dedicated Hispanic marketing campaign allows us to share what we're well known for — picking our customers up," said Lee Broughton, assistant vice president, Enterprise Brand Marketing, North America. "'We'll Pick You Up' has for decades been a service benefit that sets us apart in the marketplace, and we're excited to show how this unique value proposition resonates with different cultures within Pan-Hispanic communities."
In addition to "Vamos Por Ti," Enterprise is also releasing a new North American TV ad that will launch on March 16. Developed by Cannonball Advertising and Promotion, "Family Reunion" uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion and then introduces family members to her "boyfriend" (aka the Enterprise employee) who willingly plays along.
"Our goal is to humorously illustrate how Enterprise's award-winning customer service aligns with the experiences our customers have in a very practical way; our customers are constantly delighted to find that a car rental pick-up can be not only enjoyable, but memorable," added Broughton.