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Hertz Tries Harder

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Car renters can expect to see a whole new Hertz next year. The car rental giant is set to completely revamp its corporate identity. The effort includes a new logo, ads, uniforms, cars added to its fleet and remodeled rental locations.

Hertz said the impetus behind the massive makeover, which has been 18 months in the making, is the desire to make the brand more contemporary and approachable. “It was no small decision,” said Mike Senackerib, CMO, Hertz.

While consumers had grown to rely on the 91-year-old company for speed, selection and delivery, what was missing was the emotional element, said Senackerib. New communications will attempt to rectify that. Next year, Hertz will break a campaign themed “Journey on” from DDB, New York. The ads will show consumers that “we understand what they need, what’s in their world and in their life,” said Senackerib. “We understand the journey they are on when they take a trip and how they can have the best experience because it came from Hertz. It’s a great platform to connect with them emotionally.”

Hertz has its work cut out for it. Differentiating within the car rental space “is a challenge because it’s such a commodity,” said Diane Clarkson, travel analyst, Jupiter Research. “To capitalize on that emotional aspect, the family getaway, freedom, getting away from it all, is a wide open space.”

The campaign will get its kickoff compliments of George Clooney. Hertz inked a product placement deal to appear in his holiday film Up in the Air. The film revolves around Clooney’s journey to collect one million frequent flier miles.

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