Hertz Europe

In this case study, Brierley Europe's campaign for Hertz Europe, a car rental firm, is discussed. The campaign, winner of a bronze in the travel and holidays category of the 2009 DMA Awards, involved analysis of the firm's database, which identified seven separate consumer groups.

Hertz Europe

Brierley Europe


Rob Fountain, David Oliver, Kate Majmader, Kate Smith, Patrik Utterstrom.Other contributor: Iris Creative.


Using the principle 'challenge everything and follow sound DM principles' set firsts for Hertz and the car-rental industry as a whole, serving the right messages at the right time. We got an ROI of 42:1 and a YoY increase in directly trackable revenue of 30%.


To increase average revenue per member and revenue directly attributable to marketing. Additionally identify customer groups and launch a segmented communications plan that treats high-value, medium-value and...

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