Avis' latest marketing strategy is to persuade you to "have an affair" with one of its cars, according to AdAge.com.
Through a national campaign beginning this month, Avis aims to alter the way consumers think by advertising rental cars as a fling—a way to break free from a monotonous routine and temporarily indulge while leaving their faithful, permanent cars at home.
"We're trying to make car rental sexier," said Kim Lewis-Collins, director of brand marketing for Avis.
The ad campaign is part of Avis' goal to expand its share of the leisure market –in part by getting business customers to bring the family and linger longer. The goal is to reach "travel opportunists" who view business trips as chances to have some fun on the side, the company said. AdAge.com reports that the tagline for the Avis campaign is "The Other Car."