Issue
There was little differentiation between car rental companies and the best car rental experience was no experience — unmemorable, automatic and predictable.
Insight
While travel can be tough, lonely and tedious, there are times when it is a privilege and a pleasure.
Impact
A new positioning direction invites travelers to make the most of their trip. It equates Avis with enjoyment and positions Avis as the brand that connects travelers to new possibilities and new adventures. It supplies the tool to pleasure.
Avis business is up 4% and there is ground-breaking traffic at Avis.com.
View new TV advertising: Gangsta Rap and Bus Driver.
