With the launch of a new brand positioning campaign, Enterprise Rent-A-Car is shifting its marketing focus to highlight its comprehensive transportation offerings beyond car rental — from truck and luxury vehicle rental to carsharing and car sales.
“Mobility is such an integral part of each and every day that, when a transportation option is unavailable, it disrupts our lives in a very substantial way,” said Lee Broughton, vice president, Enterprise North American Brand Marketing. “Fortunately, Enterprise has always been known as a brand consumers can rely on to keep them going. Now, we want them to know they can come to us for more. “That’s what this new campaign is all about. It brings to life the fact that, whatever stage our customers are in — renting, buying or sharing — we’re there to keep their lives moving forward in a very real and practical way. …”
Beginning this August, the first advertisement in the campaign will debut on television during coverage of the Rio Olympic Games. Called “One Giant Rollout,” the spot features actor and comedian Joel McHale experiencing all of the ways Enterprise meets customers’ transportation needs. This is the first time that multiple Enterprise brand offerings are highlighted together in a multimedia campaign, according to the company.
“Joel McHale has a leading-man charm and a self-aware sense of humor that will help tell our story in a memorable way,” said Broughton. “This initial campaign is just the first step in bringing our new brand positioning to life. We’ll be rolling out other programs in the coming months that highlight what makes Enterprise special: our laser-focus on the customer experience and the fundamental role we play in keeping people going.”
Meanwhile, Enterprise is in the process of implementing a new content marketing strategy that enables the brand to extend the branch experience online, according to the company.