Avis Rent A Car, the UK’s leading rental car firm, has switched its PR
contract from Affinity Consulting - its agency of ten years - to
Consolidated clinched the business, worth just under pounds 100,000 in
fees, at the end of last week.
For the past two months, the agency has been managing a project for
Avis’ sponsorship deal with Vauxhall, as backers of the Euro 96
The wider campaign will focus on raising awareness of Avis’ number one
status among national and local business and leisure customers.
These include travel agencies, airlines, hotel groups, telephone
referral services and credit card companies.
According to Avis marketing director Clive Tilley, the company is also
keen to promote or ‘talk up’ the general idea of car rental among a
wider consumer audience.
Research shows only eight per cent of UK drivers hire a car each year
and that it is viewed as an emergency measure rather than a pleasurable
‘We want to promote car rental as a safe, cost-effective, hassle-free
way of getting from A to B,’ said Tom Wells, a director at Consolidated.
Commenting on the decision to end the company’s ten- year relationship
with travel PR specialist Affinity Consulting, Tilly said: ‘When we
first started using Affinity there was an emphasis on the travel trade
media, this has moved into the broader sphere of the corporate arena.’
Avis is the UK market leader with a 15 per cent share of car rental
business. Its main rivals are Hertz, Eurodollar and Alamo, the latter is
currently looking for a PR agency (PR Week, 10 November 1995).