The Enterprise Rent-A-Car company has the tagline "We'll Pick You Up," and now that same though has been translated for a Spanish commercial from the brand. Focusing on the tagline "Vamos Por Ti ("We'll Come For You)," the ad sees various people spreading the word about one of the brand's best features.
The Spanish commercial aired on the Telemundo and Univision networks in various markets across the United States.
Enterprise Rent-A-Car purports that the brand has a 37% market share in the United States when it comes to rental cars, but that only 26-27% of Hispanic consumers choose them. Lee Broughton, Assistant VP of Enterprise Brand Marketing, North America explains that, "We’re going after what we believe is a burgeoning demographic for the company. We really feel like we have an opportunity to build that demographic."
Latin Rental Car Commercials
The Enterprise Rent-A-Car Spanish Commercial is Tagline-Focused
Trend Themes
1. Multicultural Marketing - Enterprise Rent-A-Car is using multicultural marketing to reach a growing demographic and increase market share.
2. Tagline-centric Commercials - Enterprise Rent-A-Car is focusing marketing efforts on tagline-centric commercials to increase brand awareness.
3. Localized Advertising - Enterprise Rent-A-Car is using localized advertising on Spanish-language channels to reach Hispanic consumers.
Industry Implications
1. Car Rental - The car rental industry can benefit from implementing multicultural marketing practices to reach growing consumer demographics.
2. Advertising - The advertising industry can help rental car companies develop and execute targeted, tagline-centric advertising campaigns.
3. Media - Media companies specializing in Spanish-language television and advertising can collaborate with rental car companies to produce effective localized commercials.