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Hertz: Project North Star
Hertz set out to reinvent the process of renting a car as we know it, and to differentiate themselves to change consumers’ perceptions that it was just another “large” and “costly” brand. Ketchum partnered with Hertz to launch the company’s transformative initiative and execute a high-powered media campaign that generated 245 media placements and more than 400 million impressions.
Hertz acquired 770,000+ new Hertz Gold Plus Rewards members and 200,000+ Hertz 24/7 memberships from its launch in June-October, helping them increase net revenue by 22 percent year-over-year.