Hertz Corp. during the week of Nov. 16 will increase to 20 percent from 10 percent the discount it first offered Nov. 1 on the Web. That discount is available to customers who reserve a rental car at www.hertz.com
through June 30. Airlines are said to be considering similar deals because of labor savings. DDB
Needham Worldwide, New York, created ads for the Hertz "Web Deals," appearing in the travel sections of search engines Excite, Infoseek and Yahoo!, plus CNN and Switchboard's sites. Frank Camacho, VP-marketing, said the push is booked through Dec. 31 and will resume in '99, but the ad budget isn't finalized. He said 1999 Web ad spending would rise to the same amount Hertz spends in trade books. Of the $51.9 million Hertz spent in the first half of 1998, $3.38 million went into all magazines, according to Competitive Media Reporting.
Copyright November 1998, Crain Communications Inc.