MIAMI: Acknowledging that an advertising-only strategy has failed
to deliver, Hertz Latin America has signed a dollars 50,000 four-month
contract with Citigate Dewe-Rogerson (CDR), Miami.
Citigate will represent Hertz in all Latin American countries except
Brazil, where the company already has an in-house team. The company has
no other in-house PR personnel.
Robert Holtzman, managing director of Citigate Dewe-Rogerson, Miami,
said Hertz chose to use PR following disappointing results from its
previous marketing strategy.
'They really haven't made enough noise in Latin America,' said
'They've been wanting to reach out and attempted it solely through
advertising. Now they've decided they need PR to compete.'
To service Hertz, CDR will use three strategic alliance partner agencies
in Peru, Chile and Argentina. Business editors and columnists will be
Richard Broome, VP of corporate affairs for Hertz, said Citigate's work
promoting Hertz's new business account program, multilingual Web site
and on-board navigation system will be an extended tryout for a longer
Holtzman said the agency's work on Hertz will lead to more travel and
tourism accounts. 'The tourism area isn't one that I'd call
recession-proof, but we haven't seen a real slowdown,' said Holtzman.
'Hertz gives us an opportunity to really show what we can do.'
CDR plans to boost travel and tourism accounts from 20% to 50% of its