Budget plans to increase the number of locations from which it operates in the UK and a forthcoming PR campaign will argue that Budget’s price, quality and service provides a better offer than that of rival brands such as Hertz and Avis.
The contract up for grabs is ‘primarily’ for the UK, said marketing manager Andy Lewis, who added that the account would also involve ‘co-ordination’ work in other countries across Europe, the Middle East and Africa.
Budget cars and vans are available for hire from 73 sites in the UK, either directly owned or franchised to local operators.
The company wants to open at least ten more UK sites within six months.
‘Budget is not as strong as it should be in the UK,’ said Lewis.
Lewis described the remit as ‘part of a broader investment in the Budget brand’ but declined to comment on potential PR spend.
Four undisclosed agencies have been shortlisted, with the first presentations due to take place this week.
The appointed agency will replace Berkshire-based JSPR, which has declined the opportunity to repitch. JSPR has worked with Budget for six years on both UK and EMEA campaigns.
The EMEA operations of Budget became part of Avis Europe almost two years ago; in the rest of the world the firm is part of Cendant Group.
Lewis joined Budget in 2003; he formerly worked
at Intercontinental Hotels Group.