Rental cars get a good wrap

Wrap Media Group communicated its strategy of wrapping rental cars with branding to drive demand among car rental companies and consumers.

Client: Wrap Media Group (Boca Raton, FL)
Agency: TransMedia Group (Boca Raton, FL)
Campaign: Wrapped Rental Vehicle Launch
Duration: July - November 1
Budget: about $25,000

Over the summer, Wrap Media Group executed its idea of wrapping rental cars with branding, giving advertisers a unique new form of exposure and renters a deep discount. The first deal was inked with Budget Rental Car of Atlanta and Sheets Energy Strips, which bought space on 25 cars available to Budget customers from August 10 to November 8. TransMedia Group was hired to devise and execute a campaign to drive demand among advertisers, car rental companies, and consumers.

“The challenge was to figure out the best way to announce this new platform and ensure those audiences were receptive and prompted to engage,” says Wrap Media Group VP Matt Custage. “Our goal was a huge national splash followed by continual media placements.”

“This was the perfect storm for media,” explains agency president Glen Calder. “It's a form of advertising that actually benefits consumers, it had never been done, and it's visually pleasing. It's a consumer story. It's a travel story. It's a business story.”

AP got an exclusive. Additional media relations, as well as a blogger caravan and social media outreach, also drove awareness.

The August 1 AP story featured Nia Lewis, Budget's first wrapped car customer (who rented the car for $88 rather than $300 for four days). A national press release detailing the concept immediately followed. Local TV stations had access to the cars on Budget's lot that day.

Ten influential Atlanta bloggers covering consumer, family, and travel topics were recruited to drive 10 wrapped cars in a caravan around Atlanta from 10:30am to 2:30pm on August 9, the day before the cars were available to Budget customers. Each posted content on their blogs, Twitter, Facebook, and YouTube.

Representatives from Budget, Sheets, and Wrap Media Group also participated in the caravan and used their respective social media channels to communicate during and after the event.

More than 500 print and broadcast stories have run in outlets such as CNN and Fox News. A TweetReach report indicates 85,442 people were reached (249,709 impressions).

All 25 cars have been continually booked online. Custage says media coverage dramatically increased consumer demand for the cars and sparked negotiations with dozens of national brands and ad agencies. Wrap Media Group also has established deals with multiple rental car companies.

Custage adds the company has been approached about wrapping different types of vehicles, including boats and RVs.

Media relations continues, and the team will soon announce deals and new campaigns with rental car companies in LA, Dallas, Chicago, and South Florida.

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