Leading European car rental company Avis is looking to enhance its visibility.

The car hire group has announced that it is on the lookout for a new direct marketing agency that can take on the promotion of its loyalty programme across the continent.

Last week saw Avis approach a number of direct marketing network agencies, and will compile a shortlist of selected agencies to hold further chemistry meetings with later this month and in early August. It is believed that the briefing to the DM representatives was called as part of a wider renewal of efforts by the Avis group to increase more brand awareness of the loyalty program, in particular to frequent travellers who access the group’s services on a regular basis.

Avis has become increasingly under pressure in recent months from its rivals in the crowded European market, with Sixt, Hertz and Europcar all embarking on significant promotional activity, leaving the Avis group eager to roll out a new, stronger strategy with regards to their loyalty programme. The car rental industry, as with the greater travel market, has realised that retaining existing customers is crucial during the economic downturn, and accordingly has embarked on a wide range of promotions aimed at both wooing new customers and retaining existing customers.

In 2009, both Web Liquid and Acknowledgement agencies were hired by Avis to coordinate a pan-European direct marketing push with an emphasis on the company being a premium rental service at a value-for-money budget. The campaign went out across 13 markets throughout Europe, and included the group’s famous ‘We try harder’ position.