Media Relations: US car rental firm signs up KBC

Dollar Thrifty Automotive Group has named KBC PR & Marketing as its first UK agency in a bid to take a more proactive and topical approach to media relations.

Initially focusing on the US rental company's Dollar Rent A Car, the agency will identify topical opportunities for coverage in travel and motoring media, such as promotions for trips to Texas to tie in with the chart success of the Comic Relief single Amarillo.

Around 150,000 Britons rent Dollar cars in the US every year, but with most bookings coming through travel companies, Dollar wants to ensure that consumers are more aware they are using its cars.

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