British Airways, Avis to launch joint global campaign

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LONDON -- Avis Rent A Car and British Airways are breaking on March 16 a $3.2 million global marketing campaign to publicize their new partnership. Last December, British Airways appointed Avis as its preferred car rental partner to service its 38 million business and lei sure passengers.

The ad campaign, which will run across European and key global markets, was cre ated by Grey Integrated.

The campaign will stress the concept of ease. The partnership says it will provide passengers with a seamless travel service and the advertising is based on this simple message. Using the initial letters from the Avis and British Airways logos, the campaign is based on traveling easily from "A to B," using the tagline, "Getting together to make travel easier."

"The new partnership identity is ideal for a global marketing campaign--its styl ish simplicity can be replicated worldwide without creating any misunderstandings in local markets," says Sacha Cooper, head of marketing for Avis U.K.

Copyright March 1998, Crain Communications Inc.

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