Thrifty Car Rental has won the Tourism Marketing Campaign Award in the 2015 Tourism Industry Awards. The awards recognise individual and business excellence across the tourism industry.
In 2014 following surveys of AA members who had an interest in domestic travel. Thrifty Car Rental created a vision to become an industry leader and game changer, offering an all-inclusive year-round ‘no hidden fees’ rental car product.
‘The Price You See Is The Price You Pay’ Car Rental Campaign aimed to have car rental perceived as easy and affordable and show that Thrifty offered a ‘smart travel’ option.
The awards judges said it was an innovative campaign that has delivered an outstanding increase in bookings and has also played a pivotal role in turbocharging Thrifty’s market share growth.
Emma Gardiner, General Manager, Thrifty Car Rental New Zealand said “We’re really thrilled to have won, many people worked very hard on this project so it’s great for them to be recognised.”
The car rental industry in New Zealand is highly commoditised and extremely competitive.
“We listened to customers’ frustrations. Offering an all-inclusive year-round ‘no hidden fees’ rental car package that saves time and money and is an easy option for our customers has been well received. The campaign has played a pivotal role in growing our business in New Zealand,” said Ms Gardiner.
The campaign involved online and radio advertising and electronic direct marketing to customer databases.
Thrifty Car Rental’s research found that renters held common customer frustrations around hidden costs, credit card fees, high insurance excesses, off-airport locations and fees and a perception around a lack of transparency in the rental car industry. ‘The Price You See Is The Price You Pay’ campaign came out of this research.