Alamo Rent A Car
, Fort Lauderdale, breaks a new advertising campaign this weekend, using the theme "Just ask Alamo." The effort will make its debut Sunday on network TV and in newspapers in the Northeast, California, Texas and the Southeast. Those ads will be followed over the next two weeks by travel trade and corporate travel buys. The ads include no mention of price promotions or special rates, instead playing up Alamo's rental value.
In another, more dramatic change, the ads leave behind the longtime theme, "Where all the miles are free." The auto rental industry is considering ways to increase revenues, and it is speculated that a return to per-mile charges could be one answer. TV is from Hal Riney & Partners, San Francisco; print is from in-house Tower Advertising.