The Hertz Corporation announced Dec. 5 the multi-year sponsorship and marketing partnership with Live Nation Entertainment to begin Hertz’s “Movin' with Music.”
The alliance will enable Hertz to become Live Nation's exclusive car rental partner in the United States and Canada, where Hertz car rental services will be offered to Live Nation's audience of concert goers online through Ticketmaster.com and LiveNation.com — reaching more than 26 million monthly unique visitors.
A three-pronged program, Hertz “Movin' with Music” includes numerous multi-faceted consumer engagement programs; the introduction in 2012 of Hertz Live Radio, which will be streamed at Hertz facilities and on Hertz buses; and the Hertz Music Store, where Hertz Gold Plus Rewards members will be able to use their reward points to acquire music online.
"By partnering with Live Nation, one of the most significant forces in the music industry and the owner of Ticketmaster, Hertz will engage directly with fans by becoming an integral part of the live entertainment process as they purchase tickets, attend events and share their experiences with friends," said Hertz Chairman and CEO Mark Frissora.
"By closely aligning Hertz with live music and tapping into Live Nation's multi-channel network, we are changing how we drive interaction among existing and potential customers. This is promotion and eCommerce at its best – delivering enhanced value to consumers by providing easy access to Hertz and generating sales to our bottom line while defining and building brand affinity."
As the official rental car marketing partner for Live Nation, Hertz car rental booking capabilities and Hertz NeverLost navigation technology for event venue directions will be integrated into multiple touch points across Ticketmaster. Both companies will employ social media and mobile apps to introduce a broad range of fan resources, sweepstakes and special offers.
On-site, Hertz will receive prominent exposure at 75 Live Nation-owned entertainment venues located in more than 25 of the nation's largest markets, including Hertz VIP Parking at a select number of Live Nation amphitheaters. Hertz Equipment Rental will also be Live Nation's official equipment provider, supporting staging activities for many of Live Nation's concert productions.
"This is a natural business alliance that taps into the power of live music and our integrated marketing and eCommerce platform to power the Hertz brand, increase customer engagement and drive measurable results," said Russell Wallach, president of Live Nation Network. "By aligning with Live Nation, Hertz will expand its appeal across a diverse spectrum of passionate music fans, both young and old.
"Moreover, this partnership works on a B2B level as Live Nation will now utilize Hertz products and services to conduct our business, further increasing exposure of the Hertz brand and strengthening the economic value of the alliance."
In addition to car and equipment rental, Hertz plans to launch promotional activities that connect all portfolio businesses to the Live Nation alliance, including commercial and leasing sales.
For rental cars, several major promotional activities will be staged in 2012 that provide opportunities for music fans to get close and personal with their favorite artists by showing their "fan passion" via social media, and by driving Hertz cars to concerts across the US. The first artist-driven promotion will feature the electric soul pop band Fitz And The Tantrums with details to be announced soon (http://bit.ly/HertzLiveNationFitzandtheTantrums).
Live Nation Entertainment is comprised of four market leaders: Ticketmaster.com, Live Nation Concerts, Front Line Management Group and Live Nation Network. Ticketmaster.com is the global event ticketing company and one of the world's top five eCommerce sites, with more than 26 million monthly unique visitors.
Live Nation Concerts produces more than 20,000 shows annually for more than 2,000 artists globally. Front Line is the world's top artist management company, representing more than 250 artists.
These businesses power Live Nation Network, an entertainment marketing solutions provider, enabling more than 800 advertisers to tap into the 200 million consumers Live Nation delivers annually through its live event and digital platforms.
For additional information, visit www.livenation.com/investors.