Hertz Global Holdings, Inc. is supporting its first national music marketing initiative with a multiyear, estimated seven-figure tie with Live Nation Entertainment, Inc.

The partnership gives the car rental provider a multi-layer promotional platform from which to generate business from both consumer and business targets. 

“Hertz is partnering with one of the most significant forces in the music industry as no other enterprise touches more people through music across more platforms than Live Nation,” said Jerry Preyss, Hertz vice president of global brand marketing and innovations, in a statement.

Those platforms include the following:

E-commerce on LiveNation.com. The partnership gives Hertz a new reservation platform through Live Nation’s robust e-commerce offering.

“Many people travel to our concerts, events and festivals, and now they have the opportunity to rent a car when they buy a ticket,” said Russell Wallach, president of the Live Nation Network.

Hertz will leverage the tie by offering a range of vehicles marketed under the Hertz Concert Collection banner. Consumers who rent vehicles through LiveNation.com also will receive free parking at Live Nation venues.

Access to talent. Hertz will leverage Live Nation with the Ticket to Ride promotion that dangles trips to concerts and the opportunity to meet and interview bands. The car rental company will kick of the sweeps with a tie-in with Fitz and the Tantrums, a band that performed at the media event announcing the sponsorship.   

B2B marketing platforms. The sponsorship gives Hertz the right to sell auto and equipment rentals to the concert promoter.

“We’re integrating Hertz into all aspects of the Live Nation business,” said Wallach.

Branding in VIP parking lots. Hertz also receives exposure in Live Nation VIP parking lots, Wallach added.

While Hertz sponsors the Montreux Jazz Festival in Switzerland, the company has not historically sponsored music in the U.S. Instead, Hertz has largely focused on a handful of sports-related properties including the AT&T Pebble Beach National Pro-Am, U.S. Squash and Vail Resorts.

Outside the U.S., Hertz’s sponsorship portfolio includes Disneyland Resort Paris and Wimbledon.

Below, IEG SR highlights sponsorship activity on behalf of other companies in the car rental category.

 

 
Avis Budget Group, Inc.
6 Sylvan Way
Parsippany, NJ 07054

Tom Garland, executive vice president of sales, marketing and customer care
973/496-4700

Sponsorship/Activation Strategy: Avis Budget Group largely focuses sponsorship activity on behalf of the Avis rental car brand. The brand—which targets both corporate and leisure travelers—inked two significant partnerships in 2010: The Izod IndyCar Series and the Tournament of Roses, host of the Rose Parade and Rose Bowl Game. The company uses IndyCar to drive business from corporate customers and promote the Avis Cool Car collection, while it uses the Rose Bowl to build its brand and drive rentals among college sports fans and teams. Uses Ducks Unlimited to promote SUV and pickup truck rentals to hunters. Avis operates roughly 5,300 locations in the Americas, Europe and Asia, while Budget rents vehicles from roughly 3,700 locations in more than 120 countries.

Current Deals: Avis: American Theatre Wing’s Tony Awards; The Broadway League; Ducks Unlimited; Hyundai Sun Bowl; Izod IndyCar Series; Lifetime Fitness Triathlon, Minneapolis; Make-A-Wish Foundation of America; MLB New York Yankees; National Audubon Society; Penske Racing; Tournament of Roses; Virginia Tech Athletics. Budget: Northern Arizona University Athletics. Multi-brand: Western Athletic Conference.

Additional Comments: Avis this year inked a partnership with Maple Leaf Sports & Entertainment and the NHL Toronto Maple Leafs; the team is the only NFL franchise that is not sponsored by Enterprise Rent-A-Car. Avis earlier this year inked a multiyear endorsement deal with pro golfer Steve Stricker.

 

 
Dollar Thrifty Automotive Group, Inc.
5330 E. 31st St.
Tulsa, OK 74135

Sandy Martin, senior manager, marketing
918/660-7700

Sponsorship/Activation Strategy: Dollar Thrifty Automotive Group rents vehicles under two brands: Dollar Rent A Car and Thrifty Car Rental. The company is not an active sponsor on the national level, opting instead for local and regional ties driven by franchisees and local offices. Uses MLS Columbus Crew to promote Thrifty Airport Parking. The company rents vehicles from roughly 600 locations in North America, more than half of which are owned by franchisees.

Current Deals: Dollar: Visit Florida. Thrifty: Cleveland National Air Show presented by Discount Drug Mart; MLS Columbus Crew; Texas Motorplex.

Additional Notes: Dollar Thrifty’s Canadian unit supplies vehicles to the Canadian Professional Golf Tour. Hertz Global Holdings, Inc. recently pulled its long-running effort to acquire the company.


 
Enterprise Holdings, Inc.
600 Corporate Park Dr.
St. Louis, MO 63105

Holly Campbell, vice president, media, creative and sponsorship
314/512-1000

Sponsorship/Activation Strategy: Enterprise Holdings was formed in 2009 following Enterprise Rent-A-Car’s acquisition of Vanguard Car Rental Group Inc., the owner of the Alamo and National Car Rental brands. “We use sponsorship to reach niche audiences and support things that people are passionate about,” said Campbell, who oversees sponsorship for all three brands. Enterprise also uses the marketing medium to drive rentals among consumers and sponsored properties. Each of the company’s three brands focuses on one or two national properties as a platform to reach targeted audiences. For example, Alamo sponsors Disneyland and Disney World to reach leisure travelers; National uses the PGA Tour to reach business customers; while Enterprise supports the NCAA and the NHL to reach consumers in need of a rental for a weekend getaway or a car repair. Enterprise attributes two-year-old NHL partnership to boosting consideration and vehicle rentals among hockey fans; the company activates the tie by presenting the Hat Trick Challenge daily game on NHL.com. Recently expanded Disney partnership to gain product placement in The Muppets movie; the company is leveraging the tie with a themed TV ad and a consumer sweeps. Activates PGA Tour by hosting customers and providing vehicles to golf pros.

Current Deals: Alamo: Disney World; Disneyland; USA Bobsled/Skeleton Federation. Enterprise: Ace Group Classic PGA Tour stop, Naples, Fla.; Advocare 100 Independence Bowl; Arbor Day Foundation; AT&T Cotton Bowl Classic; Bell Helicopter Armed Forces Bowl; California State University-Fullerton Athletics; Fair St. Louis; Great Wolf Lodge; Kraft Fight Hunger Bowl; MLB New York Mets; NCAA; NHL (includes 29 of the league’s 30 teams); NHL Players Assn.; Oklahoma City Memorial Marathon; Sebring Int’l Raceway; Silverman Nevada Full & Half Distance Triathlon; St. Louis Zoo; State Farm Classic LPGA Tour stop; Student Conservation Assn.; Suntrust National Marathon; University of California, Berkeley Athletics; USA Roller Sports; USA Weightlifting; Valero Alamo Bowl.

Additional Comments: Enterprise Canada earlier this year partnered with Halifax 2011 Canada Games. Enterprise in 2010 dropped partnership with PBR Tour to focus sponsorship activity on the NHL. Sponsors WNBA Seattle Storm and USA Hockey on behalf of multiple brands.