As athletes from around the world prepare for the Olympic Games in London, Enterprise Holdings, the world's largest rental car company, is gearing up for its first Olympics advertising campaign.
Clayton-based Enterprise Holdings, which operates Enterprise Rent-A-Car, Alamo Rent A Car and National Rental Car, is putting the finishing touches on edits to a 30-second commercial set to run on NBC from July 27 through August 12 during the Olympics, including the closing ceremonies. A longer version of the commercial also will run on a Facebook page created for the campaign.
Company officials would not disclose an exact cost estimate for the campaign, but said it's close to $6 million.
The commercial, called "Thanks to America" puts a spotlight on the company's 50 million tree pledge. Enterprise has pledged since 2007 to plant 1 million trees annually for 50 years, in partnership with The Arbor Day Foundation. As part of the Olympics campaign, viewers can visit the Facebook page to have a tree dedicated in someone's honor.
Rental car companies, including Enterprise, have come under fire for their fleets' carbon emissions. Enterprise has set a goal of reducing its carbon emissions by 10 percent by 2015. The company is investing in alternative fuel sources for some of its vehicles and supporting conservation efforts with the tree pledge.
Enterprise Brand Director Jim Stoeppler said Enterprise wants to make a strong emotional connection with the millions of viewers who will tune in to the Olympics in the coming weeks. The campaign will resonate with people who watch the Olympics to learn about athletes' personal stories and to celebrate pride in their country, Stoeppler said. "We view it as more than just sports," he said.
Clayton-based advertising firm Cannonball designed the creative elements for Enterprise's TV and Web spots that will run during the Olympics. The Olympics spots are part of a new ad campaign launched last year, The Enterprise Way, that focuses on customer service and Enterprise's family-owned, entrepreneurial roots, according to company officials. Last year, Enterprise retired the wrapped car imagery that had been the longtime focus of its ads.
Enterprise's Thanks to America spot will only run in the U.S. But Enterprise will evaluate running commercials during future Olympics and other large-scale sporting events internationally. "We're going to be tracing it very closely and measuring the impact," Stoeppler said.
Enterprise has more than $14 billion in annual revenue and a fleet of more than 1.2 million cars and trucks.
NBC announced Wednesday that it topped the $1 billion mark in advertising sales for the London Olympics, far surpassing the $850 million in advertising the network sold for the Beijing Olympics in 2008.