Hertz to launch makeover with George Clooney film

The car rental giant, Hertz, is reportedly set to undergo a comprehensive corporate image and identity overhaul in the next year.

While the car rental agency has not disclosed the budget for the planned revamp, it is expected to be substantial. Plans include a new logo, cars, uniforms, and an ad campaign that will begin with a product placement feature in a George Clooney film.

Hertz has said it wants to strike an emotional connection with clients, and the changes are all geared to do just that. CMO of Hertz, Mike Senackerib has said the company wants its brand to be more contemporary and approachable. The 91-year-old company has gained clients’ trust in departments of speed, selection and deliver, but it feels an emotional element is lacking.

Hertz’s revamp and ensuing campaign will attempt to convey to car hirers that Hertz understands the journeys they are embarking on every time they take a trip. The idea is to strike a cord with the travellers, and underscore how they could best experience their travel with Hertz.

The ad campaign will be linked with Clooney’s movie, Up in the Air, which shows him to be on a mission to earn a million frequent flyer miles. The featured cars will have a new shade of yellow, and Hertz will exchange its decades-old logo for a brand new one, in which the company’s name is printed in black, and set strategically against a yellow background.

Hertz was recently recognized as the top car rental agency in the Conde Nast traveller’s awards, followed by Entreprise and Avis.