Which car rental place we try harder?

In the early sixties the car rental company Avis launched an ad campaign with the slogan “We try harder”. It was created as a way to differentiate Avis from its main competitor, Hertz, and to convey the message that Avis was willing to go the extra mile to provide excellent service to its customers.



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In the early sixties, Avis launched the slogan We try harder, positioning ourselves as the world's number two car rental company. Or rather the car rental company that must constantly prove itself to be as good as the No. 1, again and again.

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Avis has been a trusted brand in the car rental business for decades. It also offers a year-round pay now option on its website where you can save up to 30%. Avis is also the exclusive rental car service through Costco Travel, so you can get a deal if you're a Costco member.

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The target audience had been identified as: high frequency renter, 35-55 years old, regular traveller, professional, and a European communications strategy and campaign, across five markets, was developed based on this target.

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The sudden surge in post-vaccination travel is colliding with a relative shortage of rental cars. Rental-car companies sold a huge chunk of their fleets—hundreds of thousands of vehicles—to survive the pandemic.

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