Hertz adds PR to the mix after disappointing Latin Americanresults

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


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