In the battle for a key segment, National Car Rentals has suggested that business travelers "Go Like a Pro." Now Avis Car Rental is turning to its own "professionals" in its latest campaign.
Thecampaign by Leo Burnett Business, which broke Monday, stars four celebrities: champion beach volleyball star and model Gabrielle (Gabby) Reece; Nigel Barker, the international photographer and host of "The Face"; PGA Tour star Steve Stricker; and restaurateur Thomas Keller.
In one new TV spot, we see Ms. Reece moving from a business meeting to the oceanfront. She notes that Avis gives working women rentals with enough room to slip out of their business clothes -- and into a "tight black number." In her case, that's not a cocktail dress but a workout outfit to lead a fitness class on the beach.
The tagline: "Avis. It's Gabby Reece's space. And it's your space."
The ads are actually an extension of the "It's your space" campaign started last year. "It's your space" replaced the 50-year-old "We Try Harder" tagline.
In another, Mr. Barker explains how Avis gives him enough room to carry his "essentials:" a bevy of five fashion models. Once they arrive at a shoot in the desert, the models complain incessantly and Mr. Barker notes Avis enables him to escape "extreme conditions" by closing the door in his car and peacefully tuning out their complaints.
The ads "demonstrate why Avis is the right choice for busy professionals," said Jeannine Haas, chief marketing officer of Avis Budget Group in a statement. "When it matters, and it always matters, busy professionals want control over the travel experience and Avis delivers."
Avis' new TV spots will air on network and cable TV. There will also be iPad ads directing users to a game where the featured celebs challenge consumers to "drive a mile in their shoes."
Previously, National Car Rental went after business travelers with its "Go National. Go Like a Pro" campaign from Cannonball Advertising. The ads highlighted "business pros" smart enough to use National for their car-rental needs. The voice-overs were provided by actor Patrick Stewart of "Star Trek: The Next Generation."
One spot showed a high-powered executive wowing the boss with her Power Point presentation before picking up a rental car at National.
"You are a business pro. Princess of the Power Point. Your core competency...is competency," said Mr. Stewart in the voice-over. "And you rent from National. Because only National lets you choose any car in the aisle and go."
As the confident business pro looks over her rental choices on the lot, she picks a bigger car on a whim. "I'm getting an upgrade," she says.
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