National Car Rental's new advertising campaign highlights its programs, such as customer satisfaction and loyalty benefits through its Emerald Club loyalty program, used to attract and retain a loyal base of business travel customers, according to MediaPost News' Marketing Daily.

The first National Car Rental campaign reflects the changes that have taken place as a result of new management after Enterprise Holdings purchased it in 2007.

The first ad, which ran in April in The Wall Street Journal and The New York Times, highlights the fact that National recently passed Avis and Hertz in a national customer service survey and that the Emerald Club loyalty program recently was ranked No. 1.

The ad's headline reads, "We are passing the competition" and the ad's text states, "When it comes to customer satisfaction, National Car Rental is pulling away."

The National brand's difficult years in the early part of the decade included operating in bankruptcy for several years starting in 2001.

But Pat Farrell, vice president of marketing and communications for Enterprise Holdings, says this campaign highlights National's latest accomplishments.

"This print initiative is part of a comprehensive effort to demonstrate to potential corporate accounts the ever-improving National brand under new ownership," Farrell tells Marketing Daily.