Budget budgets $11 million

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Budget Rent A Car, Lisle, Ill., unveiled details of its $11 million marketing effort stressing customer service and a new brand identity at a New York press conference Wednesday. The new theme, "All the Difference in the World," was designed to emphasize Budget's global presence. The company also announced new customer services such as in-car shopping catalogs, gift certificates, availability of international calling cards at 25 rental locations and test marketing of a portable VCR/TV unit, AutoVisions.

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