NEWS: Avis switches to Consolidated to steer it through a new PR drive

Avis Rent A Car, the UK’s leading rental car firm, has switched its PR contract from Affinity Consulting - its agency of ten years - to Consolidated Communications.

Avis Rent A Car, the UK’s leading rental car firm, has switched its PR

contract from Affinity Consulting - its agency of ten years - to

Consolidated Communications.



Consolidated clinched the business, worth just under pounds 100,000 in

fees, at the end of last week.



For the past two months, the agency has been managing a project for

Avis’ sponsorship deal with Vauxhall, as backers of the Euro 96

tournament.



The wider campaign will focus on raising awareness of Avis’ number one

status among national and local business and leisure customers.



These include travel agencies, airlines, hotel groups, telephone

referral services and credit card companies.



According to Avis marketing director Clive Tilley, the company is also

keen to promote or ‘talk up’ the general idea of car rental among a

wider consumer audience.



Research shows only eight per cent of UK drivers hire a car each year

and that it is viewed as an emergency measure rather than a pleasurable

option.



‘We want to promote car rental as a safe, cost-effective, hassle-free

way of getting from A to B,’ said Tom Wells, a director at Consolidated.



Commenting on the decision to end the company’s ten- year relationship

with travel PR specialist Affinity Consulting, Tilly said: ‘When we

first started using Affinity there was an emphasis on the travel trade

media, this has moved into the broader sphere of the corporate arena.’



Avis is the UK market leader with a 15 per cent share of car rental

business. Its main rivals are Hertz, Eurodollar and Alamo, the latter is

currently looking for a PR agency (PR Week, 10 November 1995).



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