Announcements
First U.K. commercial builds Enterprise brand abroad
A man and woman on their way to a wedding call Enterprise to help them when their car breaks down. And an Enterprise employee picks these customers up and gets them on their way in no time.
This is the premise behind the company’s first television commercial debuting in early 2006 in the United Kingdom and Ireland. The goal is to make people more familiar with Enterprise, especially the company’s pick-up and return service. And with this commercial, Enterprise Rent-A-Car is the first car-hire company in the United Kingdom and Ireland to have national television media exposure.
“We have reached a point in our growth, with about 300 branches, where we feel it is important to grow consumer awareness through television advertisements,” says U.K./Ireland Vice President Brice Adamson.“ Just as Enterprise began advertising in the United States more than 15 years ago, this commercial demonstrates our commitment to our employees and customers here.”
Employees in the United Kingdom, along with the Marketing Communications department, worked with Enterprise’s U.S. creative agency Avrett, Free & Ginsberg and London-based McCann Erickson for local-market expertise. A number of creative concepts were tested and narrowed down.
“When we did our research, we learned customers were challenged with how they get to the branch to rent a vehicle,” Brice says. “Our pick-up service is a unique and relevant message point for Enterprise in the United Kingdom and Ireland.”
- Rhonda Sciarra
