Enterprise Rent-a-Car: 20 years of marketing-led growth

The sustained growth of Enterprise Rent-a-Car from niche player in the early 1990s to Avis and Hertz challenger today is the subject of this paper from WARC Online's U.S.

Enterprise Rent-a-Car: 20 years of marketing-led growth

Geoffrey PrecourtWARC Online

It was barely 20 years ago that Hertz was such an advertising powerhouse that one corporate history of the company devoted an entire chapter to its relationship with O.J. Simpson - an affiliation that generated the tagline, "Hertz, the superstar in Rent-a-Car." It mirrors the success of Avis' "We Try Harder" campaign from Doyle Dane Bernbach three decades earlier. That work proved so popular and so durable that it ranked tenth in an Advertising Age competition to find the best campaign of all time.

In 1990, however, the twin...

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