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THRIFTY LAUNCHES NEW ADVERTISING CAMPAIGN FEATURING AGGRESSIVE RATE PROMOTION

 TULSA, Okla., Aug. 30 /PRNewswire/ -- Thrifty Car Rental is unveiling a new multi-million dollar advertising campaign that represents the debut work of its new ad agency and features three new aggressive rate promotions which will be launched beginning Sept. 7.
 The new advertising is the first campaign created for Thrifty by CME- KHBB Advertising of New York featuring the new line, "Historically Known for Low Rates." Reinforcing that line are three rate promotions including a daily rate of $29.95 for midsize vehicles, $36.95 for minivans and a "Take Your Pick" rate for the compact car of your choice.
 The new Thrifty campaign is also the first look at how the company's advertising will reflect the company's new personality, and its focus on being a more relaxed and "people-friendly" car rental company.
 "Historically Known for Low Rates"
 Beginning Sept. 7, print ads will break in USA Today, followed by an aggressive consumer campaign that includes network television and cable TV, and a trade publication campaign targeted at travel agents.
 The three 30-second commercials, based on the theme "Historically Known for Low Rates," position Thrifty as the original provider of low-cost car rental.
 "Ben Hur" shows Ben and his family renting a chariot from Thrifty to visit a theme park in an ancient Roman setting. "Cleopatra" portrays the Queen of the Nile relying on Thrifty Car Rental's low rates, as well as four muscular bearers, to help get her around in a low-priced "carry van." The third spot, "Lenny," features a unicycle-riding caveman in prehistoric times to promote Thrifty as renting cars at low rates "since the very beginning."
 Alan Oppenheimer, best-known for his portrayal of Miles' boss on "Murphy Brown," provides the voice-overs.
 "Creatively, we wanted to communicate a unique, ownable positioning for Thrifty, and produce a campaign in keeping with Thrifty's more relaxed image. These commercials do both," said Bob Dimmick, vice president, marketing at Tulsa-based Thrifty.
 Media spending to support the new campaign will reach an all-time high for Thrifty, at almost double the levels of previous years.
 The new advertising will air during the "Post-Game Report" on ABC following Saturday football games, "Good Morning, America," "Coach," "Home Improvement" and the "ABC Sunday Night Movie." Commercials will also air during college football games on ESPN, CNN Headline News and USA Network's "Murder She Wrote" and "Quantum Leap." Thrifty is expected to get good exposure when ABC airs the broadcast premiere of "Terminator 2," "Goodfellas" and Stephen King's miniseries "The Stand."
 The CME-KHBB creative team on the "Historically Known" campaign includes Executive Creative Director Steve Jankowski, Creative Director Joe Petruccio, Associate Creative Director Joe Nunziata and Art Director Darren Koniuk. The commercial was hosted by Herb Stott Productions in Los Angeles.
 Headquartered in Minneapolis, CME-KHBB is a $1.2 billion international advertising agency with 38 offices in the United States, Canada, Europe and the Far East.
 The Rate Promotions
 The first two rate promotions will feature a daily rate of $29.95 for midsize vehicles and $36.95 for minivans with any advance reservation. Scheduled to run through Dec. 15 at all participating Thrifty locations (with the exception of a 12-day period during the Thanksgiving holiday), the promotions offer unlimited mileage. The minivan promotion is good for reservations made on Monday, Tuesday or Wednesday. (Other restrictions may apply).
 The "Take Your Pick" promotion, also kicking off Sept. 7, features discounted rates on compact cars in a host of cities across the country. Customers are invited to "take their pick" of the city promotion that interests them.
 The new advertising campaign is the company's first external effort toward furthering the more relaxed corporate personality Thrifty has been focusing on internally for the last year and a half. Other efforts have included "enthusiasm" days where rental centers emphasize quality service delivered in a friendly manner, often with games and prizes.
 -0- 8/30/93
 /CONTACT: Meloyde Blancett-Scott or Chris Payne, 918-669-2379, both of Thrifty/


CO: Thrifty Car Rental ST: Oklahoma IN: SU:

MC -- DV001 -- 6903 08/30/93 07:32 EDT
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Publication:PR Newswire
Date:Aug 30, 1993
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