Thrifty Car Rental Campaign


Background:¬†Dollar-Thrifty Automotive Group engaged Navigant Marketing to develop a bilingual tactical advertising campaign for use in Latin America and the Caribbean. Our Approach: The agency conceptualized a campaign that leveraged the existing Thrifty brand image but introduced a messaging approach specific for the region that translates to “Now CITYNAME is known for its Savings.” This price-driven campaign was optimized for flexibility and for the rapid deployment of new ads needed to support a comprehensive media buy spanning several countries. To support the campaign, a wide range or print and electronic materials were developed, including brochures, informational sheets and landing pages.