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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