Zest Car Rental have grown to become the number one car hire broker in the UK. They needed an advert design which would feature within the National Geographic Traveller magazine in their ‘Natural wonders of the USA’ feature. In addition, the magazine doesn’t normally contain car hire adverts so this seemed like a great opportunity to capitalise and promote the brand.
The advert had two objectives: To drive National Geographic Traveller readers to book their car hire through Zest; and to promote the brand as honest, reliable and trustworthy in an industry full of unclear terms and pricing.
Creating a concept
Creating a concept based on the objectives came quite easy as a result of Zest’s USP’s. Furthermore their great customer service positions them as a leader in the market.
Zest are the only broker with zero-excess liability on all bookings and offer unlimited mileage and a fair fuel policy – this was sure to stand out to potential USA travellers.
The following selling points were also noteworthy:
No nasty surprises. All costs are outlined through the booking process.
Unlimited mileage. Enjoy the open road without limitations.
Feel covered. Zero excess liability as standard.
Fair fuel policies. You won’t be charged for someone else’s fuel.
Easy booking. Simple rental. Hassle-free car hire.
A picturesque advert design
The final result focuses on the unlimited mileage policy Zest offer. The USA is a big country and those who hire a car probably don’t want the worry of large bills for excess mileage. Consequently the advert design uses imagery of a road which seems like it goes off into the distance – a picturesque landscape with the sun setting between mountains. In addition the foreground of the advert has a barrier blocking the way – conveying the message that customers shouldn’t be held back by limited mileage.
In conclusion the advert design received great feedback from the client and has since appeared used in the National Geographic Traveller magazine.
This project was commissioned at Naked Marketing