A new advertising campaign from US-based National Car Rental has been launched, braving putting it at the head of the car hire pack. The two-pronged approach is aimed at educating stakeholders and attracting new business customers.

The group is seeking to undertake an information program to ensure that all stakeholders in the company are fully aware of the organisation’s activities and conscious of the increasingly strong brand image held by National Car Rental. The move comes at a period in time when rental car outfits are seeking a new range of measures and incentives to attract and consolidate their customer base.

The traditional means of stand-alone advertising are fast being abandoned in favour of new, customer-focused initiatives. The key focus is now seen as differentiation from competitors, and loyalty programs are seen as key to attracting new business.

St. Louis-based National Car Rental operates the Emerald Club membership loyalty program, a subsidiary of Enterprise Holdings, the group that also owns Alamo and Enterprise Rent-A-Car. The new advertising campaign will begin later this month; with The New York Times and The Wall Street Journal both running full-page spreads.

The ad will feature a green coloured National vehicle overtaking a red Avis car and a yellow Hertz car, with the notation claiming that National is passing the competition. The ad will also highlight a recent customer satisfaction survey that ranked the Emerald Club membership program as the leading loyalty program among US car rental companies.