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Thrifty Car Rental plays off its name to emphasize lower prices in Bernstein-Rein Advertising’s debut campaign.
Built around the theme, “Not different. Just Thrifty,” the estimated $10 million push targets family and small business travelers, declaring that the Tulsa, Okla., company offers the same service and vehicles as its larger competitors, but for a lower price.
The ads don’t include specific rental prices or mention any rivals by name. “We didn’t want to get into a dollar war,” said Jeff Bremser, an executive creative director with the Kansas City, Mo.,
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