The Madison Rent a Car Campaign Tells Tired Tourists to 'Walk Less'
Meghan Young — March 5, 2012 — Autos
References: mccannworldgroup & ibelieveinadv
Cars are often depicted as convenient and powerful, but they are hardly ever portrayed as a way to relax; nevertheless, that is exactly what the Madison Rent a Car campaign has decided to do. Granted, it is a series of prints ads for car rentals, not the cars themselves. It appeals to tired tourists who still have a lot to do on their agenda.
Conceived and executed by Buenos Aires-based ad agency McCann Erickson, the Madison Rent a Car campaign turns the rental cars into sublime foot baths. Paired with the simple tag line "Walk less," the ad campaign offers a welcomed alternative to being on one's feet all day. It was illustrated by Nacho Coste and photographed by Buena Vista.
Conceived and executed by Buenos Aires-based ad agency McCann Erickson, the Madison Rent a Car campaign turns the rental cars into sublime foot baths. Paired with the simple tag line "Walk less," the ad campaign offers a welcomed alternative to being on one's feet all day. It was illustrated by Nacho Coste and photographed by Buena Vista.
Trend Themes
1. Relaxation-driven Automobile Advertising - Adopting relaxation as a selling point in the automobile industry presents an untapped market that could create new streams of revenue.
2. Soothing Personalized Experiences - Providing a unique personalized experience to customers by incorporating ease and relaxation into the car rental experience could improve customer satisfaction.
3. Campaigns Focusing on Health Benefits - Campaigns that highlight the health benefits one can attain through using car rentals that offer relaxation would be well-received in the tourism industry.
Industry Implications
1. Automobile Rental Industry - Car rental companies can incorporate calming experiences into their business model to appeal to those looking for a more relaxing travel experience.
2. Advertising Industry - Due to the success of this type of advertising campaign, car rental companies may consider seeking out advertising firms that specialize in relaxation-driven campaigns.
3. Hospitality and Tourism Industry - Hospitality and Tourism companies could form strategic partnerships with car rental companies that offer relaxation-focused services, providing an enhanced, reliable and well-rounded customer experience.
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