Sixt’s First National Marketing Campaign Pushes Ideal Car

Car rental company SIXT is running its first national marketing campaign in the United States, in a move to cement its position in the US market.

The German car rental company has a history of running playful campaigns in European travel hubs but this is the first time in the brand’s 12-year history in the United States that they have created an advertising campaign in this market.

“We’ve been continually growing the SIXT brand across the United States and can proudly share that we now have 100 rental stations in 22 states,” said Tobias Seitz, executive vice president brand & digital marketing at SIXT. “With a bigger presence throughout the market, this felt like the right time to launch a nationwide advertising campaign.”

The  “Rent-THE-Car,” effort plays up the premium experience of renting not just “a car” but instead “the car,” which promises a fun and positive driving experience. Created in partnership with GUT Miami, the ads exclusively feature BMW vehicles to highlight SIXT’s fleet.

“As for the creative, we really feel the premium experience that SIXT offers sets us apart from the competition, and the ‘Rent-THE-Car’ campaign contrasts SIXT against the sea of sameness we see across much of the industry when consumers “Rent-A-Car,’” he continued.

The campaign will run across TV, digital, social media and out-of-home. It comes as the company saw the strongest results in its history in the third quarter of 2022. Consolidated revenue was up by more than 40% globally and more than 60% in North America, compared to the same period in the previous year. 

We’re targeting consumers ages 25 and older who are researching for upcoming trips, currently traveling and in need of a last-minute rental or even locals in the markets of our branches who need access to rental vehicles,” said Seitz. “We provide premium cars for affordable prices, and we hope this campaign encourages everyone to come experience SIXT.”

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