NOT ALL RENTAL EXPERIENCES ARE THE SAME
Even among discount rental agencies, Budget Rent a Car had a long way to go to distinguish themselves. There was Dollar, Thrifty, even Rent a Reck making the low end of the market difficult. With a visionary CEO intent on transforming the brand, they invested heavily in interesting new cars and trucks, not just boring beige Escorts. And they took a chance on an interesting strategy—that renting cars can be a fun part of a vacation or business trip.
Sure, this campaign is from 2000. But if you google "Budget Rent a Car commercial" this campaign is still the top hit, 20 years later. That's the power of an incredible idea.
