Movin music with Hertz
Hertz has partnered with Live Nation Entertainment to launch the multi-year Movin With Music sponsorship and marketing campaign, writes Mark Terry. The initiative includes consumer engagement programmes, the launch of Hertz Live Radio –to be streamed at the car hire brand’s locations and on buses – and the Hertz Music Store where Hertz Gold Plus Rewards members will be able to use reward points to get music online.
For rental cars, there will be a number of major promotional activities staged in 2012 to give fans a chance to get close their favorite artists by showing their ‘fan passion’ via social media, and by driving Hertz cars to concerts across the US. The first artist promo will feature electric soul pop band Fitz And The Tantrums.
“Hertz will engage directly with fans by becoming an integral part of the live entertainment process as they purchase tickets, attend events and share their experiences with friends,” says CEO Mark Frissora. “By closely aligning Hertz with live music and tapping into Live Nation’s multi-channel network, we are changing how we drive interaction among existing and potential customers.”
“By aligning with Live Nation, Hertz will expand its appeal across a diverse spectrum of passionate music fans, both young and old,” says Russell Wallach, president of Live Nation Network. “Moreover, this partnership works on a B2B level as Live Nation will now utilise Hertz products and services to conduct our business.”
