Enterprise Rent-A-Car is rolling out a new marketing initiative that highlights its signature “We’ll Pick You Up” service.
The company will debut “Vamos Por Ti” (We’ll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. The campaign focuses on Enterprise’s offer to pick up local neighborhood car rental customers at no extra cost.
Recent qualitative research conducted by Bromley – the agency responsible for developing the Hispanic marketing campaign – indicated that while affordable prices and comfortable, reliable, fuel-efficient vehicles lead Latinos to rent from Enterprise, many were unaware that the signature pick-up service is complimentary. The campaign’s creative approach is pan-Hispanic as it showcases U.S. Latinos from multiple countries of origin sharing the news about this benefit, leveraging the power of word-of-mouth, which is so prevalent in the Hispanic community.
“Vamos Por Ti” will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year.
“Our first fully-dedicated Hispanic marketing campaign allows us to share what we’re well known for – picking our customers up,” said Lee Broughton, assistant vice president, Enterprise Brand Marketing, North America. “‘We’ll Pick You Up’ has for decades been a service benefit that sets us apart in the marketplace, and we’re excited to show how this unique value proposition resonates with different cultures within Pan-Hispanic communities.”
The “Vamos Por Ti” campaign was developed by Bromley.