EUROPCAR UK GROUP CONFIRMS ABOVE AND BELOW THE LINE
AGENCY ROSTER
Series of appointments designed to support multi-million pound
marketing campaign for 2009
Following the appointment of Marketing Director, Catriona Lougher, earlier
this year, the UK’s leading vehicle rental organisation, Europcar UK Group,
has confirmed its above and below the line agency roster. Encompassing the
Europcar, National Car Rental and Alamo Rent A Car brands in the UK, the
appointments will support the daily rental provider’s multi-million pound
marketing campaign planned for 2009.
“Recent research conducted for us by YouGov has shown that there is a clear
opportunity for daily rental in the current economic climate”, confirmed
Catriona Lougher. “It has been crucial, therefore, that we recruited the right
support to position Europcar as the number one vehicle rental operator in the
UK. The Agencies we have chosen bring a fantastic mix of specialist expertise
in their own disciplines, combined with proven success in reaching the
consumer marketplace.
“Our end objective is to ensure that Europcar is the first choice for consumers
when they rent. With the increasing cost of car ownership, focus on
environmental issues and sheer pressure on consumer’s pockets, 2009 will
be all about hitting the messages home about the benefits of vehicle rental.
And to achieve that we must ensure that the brand and proposition is front of
mind through the mix of marketing delivery channels – from traditional press
to online.”
The Agencies selected comprise:




MediaVest (part of the Publicis Group) - Media Planning and Buying for
traditional and digital media for Europcar, National and Alamo
Bigmouthmedia - Natural Search for the Europcar brand
Harrison Sadler - Press & Public Relations
Ogilvy - Brand Strategy for the Above the Line Creative
“Europcar has a fantastic proposition for the UK consumer – we need to get
that message out there and ensure people see the relevance of vehicle rental
as a transport option” concluded Catriona. “We know there’s been a shift in
thinking in attitudes to car ownership and that’s something we are very keen
to exploit.”
Europcar in the UK has the largest daily rental fleet of more than 60,000
vehicles from over 250 locations and the greatest market share.
Guy Lambert, managing director of Ogilvy Advertising London said: "We are
delighted to be appointed to the Europcar roster, especially right now.
Europcar's offer is an idea whose time has definitely come. The current
economic climate throws up some real opportunities as well as challenges for
both agencies and their clients and I know our planners and creatives are
really looking forward to getting stuck into the work."
Lyndsay Menzies, Managing Director of bigmouthmedia UK added: “We’re
really pleased to be teaming up with Europcar. After working with the brand in
mainland Europe we know that they’re an exciting company in a challenging
marketplace, and are really looking forward to getting our teeth into the UK
search campaign.”
Steve Parker, Managing Director, MediaVest said "We look forward to
delivering growth across all three brands that will deliver real value to this
successful business every day."
Ends
November 2008
For further press information please contact Maddy Roles, Dominic Dennis,
Elinor Puzey or Alison Reeson at HSL on 0208 977 9132 or at
leisureteam@harrisonsadler.com
Notes to Editors
Owned by the French private equity firm Eurazeo, Europcar is the European
leader in passenger car and light utility vehicle rentals. Since March 2007 with
the acquisition of Vanguard EMEA (National & Alamo brands), its network
comprises over 5,300 rental outlets in 160 countries. Europcar serves
business and leisure customers throughout Europe, Africa, the Middle East,
Latin America and the Asia-Pacific region. Excluding franchise operations, in
2007 Europcar signed more than 10 million rental contracts, with 7,700
employees and a fleet exceeding 215,000 vehicles. For more information:
www.europcar.com
About bigmouthmedia
Founded in 1997, bigmouthmedia is Europe's largest independent digital
marketing agency. With a team of over 200 staff across 13 offices in 10
countries on 3 continents, the company maximises exposure for major brands
online through a variety of fully integrated digital marketing channels: Search
(PPC and SEO), Online Media Planning, Affiliate Marketing, Social
Networking, Brand Monitoring, Online PR and Web Analytics.
Leading the digital marketing strategies of a third of the UK's most trusted
brands, bigmouthmedia services over 300 big-brand customers globally
including: Adidas, Hilton, British Airways, Tesco, Aer Lingus, BP, Barclays,
Castrol, Conrad International, Dorling Kindersley, Early Learning Centre,
easyCar, Fasthosts, Jumeirah, Canon, Samsung, Starbucks, Top Man,
Debenhams, Which?, Lacoste, Euler Hermes and Wall Street Institute.
www.bigmouthmedia.com/media
About MediaVest
MediaVest is a division of Starcom MediaVest Group, ranked one of the
largest media communications agencies in the UK and worldwide. Clients
include BT, Fiat, Scottish & Newcastle, EMI and Capital One. SMG's
organisation includes strategic marketing communication experts who are
highly specialised in media management, response media, internet and digital
communication, as well as sponsorship.
With Nearly 4,500 employees in 89 markets worldwide SMG delivers brandbuilding results for many of the world's leading companies. It is part of Parisbased Publicis Group S.A
About Ogilvy
Ogilvy Advertising, part of Ogilvy Group UK, is one of UK’s top 10 advertising
agencies. Ogilvy Advertising has decades’ worth of experience and ability in
creating, building, transforming and reinvigorating brands and specialises in
big picture advertising for big picture clients.
About Harrison Sadler
Harrison Sadler has been in operation for over 20 years and specialises
marketing and media communications for the motor, travel and financial
services sectors. The Agency has extensive experience of both business to
business and business to consumer PR delivered through all media channels.