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IN AN AGGRESSIVE MOVE, ALAMO RENT A CAR TO PREMIERE BREAKTHROUGH AD IN SUPER BOWL TO DEMONSTRATE COMPETITIVE POSITION

 FORT LAUDERDALE, Fla., Jan. 10 /PRNewswire/ -- Alamo Rent A Car, Inc., the nation's largest independently owned and operated car rental company, will premiere what it calls a "breakthrough" advertisement during the second quarter of Super Bowl XXVIII on Jan. 30. Illustrative of Alamo's aggressive expansion and escalating market share, the spot was specially created for its debut later this month.
 "Alamo Rent A Car is a major force in travel, and the Super Bowl, the 'super show' of advertising, is a prime opportunity to demonstrate this to our competitors and travelers worldwide," said Don Moonjian, Alamo's vice president of advertising. "Alamo is currently the number three car rental company in the markets it serves, and is aggressively pursuing a larger market share. We think this breakthrough mega-ad and Alamo's first half car rental industry advertising exclusivity will be viewed by the public as a sign that Alamo has indeed arrived."
 Although particulars of the ad are not being released prior to airing, it is designed to cut through the competitive clutter in the car rental industry and make a memorable impression about Alamo's presence on some 87 million big game viewers, according to Moonjian. The ad was written by Hal Riney of Hal Riney & Partners, and produced by award- winning producer Joe Pytka.
 This year's acquisition of three 30-second units marks the first time that Alamo has entered into the Superbowl advertising arena. It has had a multi-million dollar prime time television advertising campaign for six years.
 Alamo currently serves over 10 million travelers a year through 111 high-volume locations in the United States, plus 29 international locations in the United Kingdom, Switzerland, Ireland and The Netherlands.
 -0- 1/10/94
 /CONTACT: Sandy Richards or Liz Clark, Public Affairs of Alamo Rent A Car, 305-468-2016/


CO: Alamo Rent A Car, Inc. ST: Florida IN: AUT LEI SU:

DP-AW -- FL011 -- 0519 01/10/94 11:02 EST
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Publication:PR Newswire
Date:Jan 10, 1994
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