Holiday Autos has launched a new integrated marketing campaign today.
The campaign brings the company's iconic car symbol ‘Wheels’, back to life as part of a wider brand refresh. In line with this, the Holiday Autos brand identity and website has also been revamped to look lighter, fresher and more energetic, and to make more of Wheels’ personality.
The TV campaign builds on the thought that unlike some hire cars, Holiday Autos are born to have fun in the sun. The advertisements, voiced by comedy legend, Ronnie Corbett, take a tongue in cheek approach to this and depict Wheels’ pregnant mum giving birth to a baby car. In his cot, Wheels is bottle-fed petrol, before bursting out and going on a sunny, fun-filled adventure to the beach while the voice-over reminds viewers that Holiday Autos search more than 1,000 rental companies to find the best deal.
Andrew Pumphrey, chief marketing officer of Holiday Autos said: “We have the strong ambition to always be the first port of call for people booking car hire, particularly for their holidays. Customers often think of car hire as a boring necessity so we’re looking to change perceptions and make booking car hire a pleasurable part of the holiday planning experience. We’ve brought back our character ‘Wheels’ to spread the message that Holiday Autos champions holiday freedom and fun, and we’re excited to launch the new brand campaign to kick start the summer.”