National Car Rental was a brand near the brink of collapse after bankruptcy proceedings in 2003. Dwarfed by competitors with big budgets and the emergence of online travel agencies, the challenge was to rejuvenate a formerly premium brand and make it the stand-out choice of the target audience, the frequent business traveller.
Fast and Furious: How research drove quick results for National Car Rental
Our challenge was to renew National Car Rental, a brand founded in 1947, that had recently been driven to the brink. National Car Rental's share of total renters had fallen from...
