Hertz celebrates the ‘her’ in its name as part of brand refresh


By Minda Smiley, Reporter

April 5, 2018 | 4 min read

Hertz is striving to appeal to women who frequently travel for business in its latest campaign, which comes as part of a larger brand refresh that includes a new logo and tagline.

Photo from Hertz

‘Her In Hertz’ kicked off during Women’s History Month and will continue throughout the year, according to chief marketing officer Jodi Allen, who joined the company last year. Hertz’s chief executive Kathryn Marinello also joined the firm in 2017, making it one of the few Fortune 500 companies with a female chief executive.

With its latest campaign, Hertz - which is celebrating its 100th birthday this year - is aiming to position itself as the go-to car rental company for female travelers. According to Hertz, women business travelers account for about 40% of Hertz’s Gold Plus Rewards membership in the US and 30% worldwide.

“As a company that has been in business for 100 years, Hertz has a long history of putting women at the forefront — from the ads featuring strong, professional women in the 1940s and 50s to the executives leading the company today,” said Allen. “Female business travelers are an important consumer for Hertz, and we plan to continue finding ways to honor them through marketing and customer service efforts in the future.”

Ads for the ‘Her in Hertz’ effort, which are running on Facebook, YouTube and LinkedIn, feature women travelers interacting with the company’s employees and using its services. One of the spots features a Hertz employee helping a woman catch an earlier flight so she can get back to her family sooner.

“Our objectives, first and foremost, are to celebrate the growing demographic of female business travelers, as women account for 47 percent of all business travel, according to Global Business Travel Association,” said Allen. The brand worked with Clean Up on Aisle 7, Crossmedia and FKQ on the campaign.

In addition to ‘Her in Hertz,’ the company has unveiled a revamped logo and changed its tagline from ‘Traveling at the speed of Hertz’ to ‘We’re here to get you there.’

“This tagline is driving our success and our decision to refresh the brand as we celebrate our 100th anniversary this year,” Allen said. “Your ‘there’ may be different than the next person’s, but we have the right car for your rental need. Whether it’s for an important face-to-face business meeting, dropping the kids off at college or even a spontaneous weekend getaway, our people have been empowered and encouraged to do whatever it takes to get you ‘there’ as quickly and easily as possible in the vehicle that’s exactly right for you.”

Allen added that the brand refresh is part of Hertz’s strategy to highlight its customer service during a time where things are becoming increasingly automated.

“With significant developments in the digitization of customer experiences in 2018, we firmly believe that our customers like to know there’s still a friendly face around to help if they need it – even in this no-touch, skip-the-aisle, digital age. We’re finding that personal service is actually more relevant than ever in the car rental industry,” she said.


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