Europcar turns to Key for UK consumer drive

Key Communications has been chosen to handle consumer and internal PR campaigns for Paris-based Europcar, the third largest vehicle rental company operating in the UK.

Key Communications has been chosen to handle consumer and internal

PR campaigns for Paris-based Europcar, the third largest vehicle rental

company operating in the UK.



Key, which worked for British Car Rental before it was taken over by

Europcar earlier in 1998, won the account from Europcar incumbent Jeremy

Snook PR, which also pitched. The Europcar business will be handled by

account manager John-Paul Warner and lead by account director St-John

White.



A major plank of the account is to advise on internal

communications.



The Key team is poised to launch a monthly newsletter to Europcar’s

1,200 strong UK staff.



Europcar UK sales and marketing director, Stephen Jones,said that

because the company has 120 stations throughout the UK, good internal

communications are crucial to ensure that staff maintain service

standards at their current levels.



’The staff need to understand the culture of the organisation and so

internal communications is an important element,’ he said.



Key will also handle PR for Europcar’s ’Breakaway’ campaign to promote

consumer use through competitions in local press. Jones added: ’We need

to establish ourselves in the minds of the consumer as a local

company.’



Europcar has a UK fleet of 22,000 cars, compared to vehicle rental

rivals National Car Rental which has 30,000 and Avis’s fleet of 22,500.



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