The brand is rolling out banner ads targeting a cost-conscious audience through regional press and travel sites. It will run a three-week online promotion offering 500 cars for £1 a day from its offices at 12 UK and eight European airports.
The online campaign will specifically promote the company's Home Delivery service, which delivers the customer's hire car to their home, anywhere on the UK mainland, for an extra fee.
Browsers clicking through the banner ads will be diverted to a landing page at www.avis.co.uk/homedelivery. The service will be seeded on relevant blogs, forums and targeted groups online. It will also be promoted via the Avis email newsletter and advertised and discussed on the company's official blog.
The campaign comes at a time of growth for the hire-car industry, with demand for economy cars on the increase as holidaymakers look to tighten their belts and minimise the impact of high fuel costs.
It is part of a wider digital strategy by Avis, which recently launched a UK programme to enable affiliates to carry display, text and image advertising directing consumers to its site.
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