Hertz has announced a forthcoming makeover to its corporate identity with customers set to see a whole new side to the rental car giant.

2010 will see Hertz undertake a range of new marketing initiatives which include a new brand identity, corporate logo, modern uniforms and an array of new vehicles. In addition, the group is also scheduled to remodel its hire depots to complete the major facelift.

The improvements have been designed to make the company more modern and customer orientated as the marketing impetus returns to customer services and hands-on approach. The revamp was labelled as no small decision by Chief Marketing Officer Mike Senackerib who confirmed the move had been a year and a half in the planning.

The challenge is for Hertz to differentiate itself from its competitors in an increasingly same and sterile market where most companies offer every type of service. Hertz hopes to win the hearts of the market through greater delivery on the human aspects of service.

Senackerib claimed that the human touch has been key to the new strategy as consumers are becoming increasingly alienated by the use of technology to solve personal interests. The group has always been at the forefront of speed of service in its near century old history but acknowledged that there has been resurgence in the emotional needs of today’s customers.

Hertz will launch its new advertising campaign, titled Journey On, next year where the focus will be on giving customers piece of mind across all aspects of their rental car experience. The group has tried to identify with the market by understanding the journey from the customer’s point of view and basing their services around giving people what they need to make their trip a memorable one.

The campaign launch will feature a cameo from George Clooney courtesy of a deal made by Hertz for a product placement to appear in his new movie Up in the Air