Avis’ Personal Service Pitch Put Into Practice

Advertiser: Avis Rent A Car Inc.

Agency: Bates USA, New York

Challenge: Distinguish Avis from competitors by touting personal service.

The Ads: Two television spots examine ways in which Avis employees--as the company’s familiar slogan states--try harder. In a spot promoting Avis’ preferred service, a clerk prepares a customized map for a harried rental car customer, thus presenting Avis as technologically advanced and helpful. A spot for Avis’ “rapid return” service makes a similar point. In it, a clerk uses a hand-held electronic device to process a customer’s bill, and then helps the customer with his suitcases.

Comment: Avis presents its service as speedy and helpful, qualities that matter to frequent travelers. And it has put its employees through customer service training to make sure its service lives up to its ads, which is the challenge for Avis and any company that touts personal service. $$+