TORONTO, Oct. 3, 2011 — CNW — The brand's first new advertising campaign in Canada in two decades launched in English Oct. 3. Enterprise employees kicked off the campaign first in September in French.
The campaign will run nationwide in both official languages, with three brand spots slated for each. The ads feature 37 Enterprise employees — 22 from Toronto and 15 from Montreal — and some will even highlight the company's affiliation with Canada's national sport: hockey.
Entitled "The Enterprise Way," the integrated marketing campaign features a wide variety of Enterprise's Canadian employees expressing the brand's customer service focus, culture and heritage in their own words. "Our past ad campaign contributed to exceptional brand recognition and put Enterprise Rent-A-Car's 'We'll Pick You Up' promise on the map,” said Enterprise brand director, Jim Stoeppler. “But now we want our customers to learn more about the Enterprise story and who we are as a company. This campaign will go beyond the rental transaction to emphasize our uncompromising commitment to customer service in Canada."
Enterprise launched its first U.S. national TV advertising in 1989, and brought the campaign to Canada in 2004. Since then, it has expanded from a relative unknown in the industry, primarily providing insurance replacement rentals, into the leading brand across North America. The creative for the new campaign was developed by Cannonball Advertising and Promotion, and PHD Media Network executed the media buy.
Today, Enterprise Rent-A-Car has more than 450 locations in Canada, including 70 offices serving airports. Enterprise Rent-A-Car is operated through the regional subsidiaries of St. Louis-based Enterprise Holdings, which is now in its third generation of ownership by the Taylor family.