Hertz Launches Its New Female-Centric Campaign

The hire firm is putting the ‘Her in Hertz’

Following its recent brand refresh, Hertz is putting women at the forefront of its new campaign, as it aims to position itself as the go-to car rental company for female travellers.

Coinciding with the firm’s 100th birthday, ‘Her in Hertz’ began during Women’s History Month and is planned to continue throughout 2018.

“As a company that has been in business for 100 years, Hertz has a long history of putting women at the forefront — from the ads featuring strong, professional women in the 1940s and 50s to the executives leading the company today,” explains chief marketing officer Jodi Allen, who joined the company last year.

2017 also saw chief executive Kathryn Marinello joining the firm, making Hertz one of the few Fortune 500 companies with a female chief executive. Meanwhile, female business travellers account for about 40% of Hertz’s Gold Plus Rewards membership in the US and 30% worldwide.

“Female business travellers are an important consumer for Hertz,” Allen adds. “We plan to continue finding ways to honour them through marketing and customer service efforts in the future.”

The ‘Her in Hertz’ campaign, which has been rolled out across Facebook, YouTube and LinkedIn, sees female travellers making use of the company’s range of services. Allen explains that it represents an opportunity to “celebrate the growing demographic of female business travellers, as women account for 47% of all business travel, according to Global Business Travel Association.”

Its launch also ties in with Hertz’ recent rebrand, which saw the introduction of a newly revamped logo and tagline - ‘We’re here to get you there.’

As automation becomes more prominent, the brand refresh comes as part of Hertz’s strategy to highlight its emphasis on customer service.

“With significant developments in the digitization of customer experiences in 2018, we firmly believe that our customers like to know there’s still a friendly face around to help if they need it – even in this no-touch, skip-the-aisle, digital age”, Allen explains. “We’re finding that personal service is actually more relevant than ever in the car rental industry.”