Avis Rent A Car is to launch its new partnership with British Airways through an innovative and exciting global marketing campaign.

 

British Airways appointed Avis last December as its preferred car rental partner to service its 38 million business and leisure passengers. The partnership will launch publicity on 16 March through a £2 million advertising campaign, run across European and key global markets, created by Grey Integrated. At the heart of the partnership is the concept of ease.

 

The partnership will provide passengers with a seamless travel service and the marketing communication is based on this simple message. Using the initial letters from the highly recognisable Avis and British Airways logos, the campaign is based on being "The easiest way from A to B", using the strapline, "Getting together to make travel easier".

 

Sacha Cooper, Head of Marketing for Avis UK, said, "The new partnership identity is ideal for a global marketing campaign - its stylish simplicity can be replicated worldwide without creating any misunderstanding in local markets. It clearly promotes the benefit of the partnership."

 

In the UK, the advertising campaign will run in the national press, trade press, British Airways in-flight media and at key airport sites. Using innovative flat screen technology, Grey has also created a new advertising site a Heathrow where a plasma screen will run partnership advertising and Avis Red Hot offers.

 

The campaign will also feature the first global in-flight promotion run by Avis created by Katz International (multi-media sales representatives for British Airways). This integrated communications package will support the special rates Avis will now offer all British Airways passengers.

All flights will promote Avis' launch offer of 5% off car rental rates and a competition to win a luxury trip from A to B in style.

 

The partnership will work across the whole spectrum of British Airways' services. At the end of February, Avis signed a deal with British Airways Travel Shops, which means the rental company will now offer preferential rates across the whole of British Airways' business including British Airways Holidays, Travel Service and Air Miles, which Avis signed with in October last year. This new preferred status partnership will allow Avis much greater access to all of the airline's channels.

 

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