Hertz begins search for AOR

PARK RIDGE, NJ: Car-rental company Hertz has issued an RFP for an AOR, PRWeek has learned.

PARK RIDGE, NJ: Car-rental company Hertz has issued an RFP for an AOR, PRWeek
has learned.

Hertz is looking for an agency to continue the positioning, outreach, and Hertz Local Edition (HLE) work, as well as perform other PR functions. The company confirmed an RFP was out, but would not comment on the additional PR work the selected firm would do, or the number of agencies included in the search.

MMG Mardiks, a firm specializing in PR for the travel and tourism industry, has worked with Hertz since 2005. At the time, it was brought on to aid with brand positioning and media outreach and to heighten the profile of HLE, which provides insurance replacement and local rentals. The firm says it will participate in the search, but would not comment further.

This week, Hertz announced that fourth quarter earnings had more than doubled year-over-year to $80.7 million, but job cuts and other savings moves would follow.

International business boosted revenue growth with car-rental sales abroad increasing from about 30% to 34% of total revenues since 2006.

Hertz was spun off from Ford Motor Company in 2005.

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