Hertz

Fast tracking a 100-year-old brands digital growth

I handled all digital marketing communications work for Hertz across Australia and New Zealand. This included strategic campaign planning, campaign rollout, digital marketing, SEO and social media management. I worked across both B2B and B2C products and services, within global corporate guidelines, alongside creative teams in Europe and the US.

Hertz Go

Hertz digital offers were not delivering on brand awareness, recognition, social engagement or revenue. To improve this we developed Hertz Go, a distinct and recognizable tactical brand, housing all of Hertz offers. This allowed us to deliver communications in digital environments with a strong call-to-action, and easily identifiable branding.

Hertz Centenary Campaign

Celebrating Hertz’s centenary by referencing a nostalgic visual style.

By wrapping up all of Hertz’s marketing activity in messaging tied to our Centenary we built brand equity and drove tactical messaging to each segment. Assigning a strong retail message to the 100-year campaign, ‘100 years, it’s a big deal’ allowed us to include tactical offers, making the centenary purposeful for consumers.

The results

Over the course of a year, we nearly doubled the value of Hertz location pages through integrated social media and SEO campaigns. Traffic was up by over 45%, transactions by 37% and revenue by 48%.