LOS ANGELES: Budget Rental Cars has handed an off-beat, high-profile new project - hyping the national roll-out of its line of alternative-fuel vehicles for rental - to automotive PR pros JMPR.
LOS ANGELES: Budget Rental Cars has handed an off-beat,
high-profile new project - hyping the national roll-out of its line of
alternative-fuel vehicles for rental - to automotive PR pros JMPR.
JMPR, a small Woodland Hills boutique which specializes in the luxury
car and automotive products market, will handle a wide range of media
relations and branding activities for the rental-car giant.
Based at the Los Angeles International Airport, Budget EV Rentals
maintains a fleet of more than 40 vehicles powered by compressed natural
gas. The company recently unveiled a second fleet at an airport in
Sacramento, and plans are underway to open up to 10 new outlets at
airports throughout Southern California and the greater US, according to
JMPR president Joseph Molina.
Edelman handled the original launch of the environmental-friendly
program in Los Angeles, but most of Budget’s PR has been handled
in-house until now, said Budget EV partner/manager Jeff Pink. He added
that JMPR was selected to continue the roll-out based on references and
on the agency’s history of expertise in the automotive PR sector.
’We had worked with them on Budget Beverly Hills,’ Pink said. ’They were
very excited to work on our account and they came in with a very
competitive bid.’ Though Pink declined to disclose the company’s
marketing budget, he did say PR agency fees would fall below the
six-figure mark for the remainder of 1999.
JMPR has been on somewhat of a new business roll this summer, with
companies such as Nakamichi USA and Carparts.com joining its client
roster in recent months. Other long-standing accounts include Robb
Report Magazine, Rolls-Royce Motor Cars and Petersen Publishing. The
agency has also done work on behalf of BFGoodrich Tires and Speedvision.