Avis Budget Group partnered with Brands Travel to increase the effectiveness of their regional marketing initiatives in Latin America.
Brands Travel worked alongside Avis Budget Group in the development of a developing a comprehensive market research on brand awareness and positioning of car rental companies among travel agents in Latin America. Moreover, Brands Travel initiated a B2B eCRM campaign for both Avis and Budget with monthly newsletters for each brand reaching over 20,000 travel agents in Latin America; also developing a print and digital media strategy for Budget with focus on the Mexican market, achieving more efficient investments for the Avis Budget Group.
Avis and Budget newsletters have observed a 25% eCRM open rate with a click-through rate of 18%. Overall, the media campaign continues to generate positive awareness of budget, increasing overall sales for the brand.
“The partnership with BRANDS TRAVEL helped us fill a communication gap between our sales department and the regional trade channel. The platform allowed us to customize our messaging to each source market, and make it relevant to our target audience, which resulted on an increase of leads and revenue”
Ricardo Casco, Vice President, International Sales