An interesting and concrete PR move in the broader story of whether we’ve become too alienated – and how that affects corporate communication, and whether, ultimately, machines will replace us – comes unexpectedly from a car rental company Avis.
Unexpectedly, because such a shift might have been anticipated more from other sectors. The MarketingWeek portal provides insight into why Avis wants to stop “mirroring” the American communication model in Europe, the Middle East, and Africa (EMEA region).
The departure from the corporate messaging used by its US counterpart and the transition to a strategy that aims to ’tell more human stories’ marks a refresh of the brand’s tone of voice, with the goal of better connecting with consumers in the UK and the wider EMEA region – moving away from a ’corporate image’ and toward trust.
Avis’s EMEA division recently launched a new brand platform called Your Journey Matters, signaling a strategic shift in how the brand communicates across the region.
A key part of this change is distancing itself from the American approach, according to the article. Historically, EMEA had been ’imitating’ the US, which resulted in a tone that was overly formal and lacked local nuance, said Jon Schaaf, Avis’s brand and communications manager, in an interview with the portal.
While Avis in the US primarily focuses on corporate clients, and its sub – brand Budget is aimed at leisure travelers, in the EMEA region Avis “has to cover everything,” requiring a more versatile approach.
“We realized that the corporate tone wasn’t resonating particularly well in some countries,” Schaaf explains, adding that this forced them to find a way to build greater trust in the brand and begin telling more human stories.
The American campaign slogan Plan On Us didn’t prove effective internationally, so after extensive testing, the EMEA team decided on Your Journey Matters.
’We’re trying to move from the corporate sphere into something more human – to show that we are people you can trust. That tone is being reflected across all our communication channels. It just feels more in tune with the current travel climate’, Schaaf adds.
Changing the course
Over the past decade, Avis has repeatedly adjusted its communication approach. During the pandemic, when people were concerned about safety, the brand adopted a “reassuring and professional voice” that ’addressed people’s fears’.
As travel returned to normal, Avis evolved its messaging – keeping safety as a key element, but adding flexibility and spontaneity to match the renewed enthusiasm for travel. Now, with the Your Journey Matters platform, the brand is entering a new phase.
Avis has also shifted from seasonal campaigns to evergreen activities, which have “a longer shelf life and less audience fatigue.”
Industry challenges
According to a 2024 study by vehicle services company Zubie, 57% of people find the car rental pickup process frustrating.
’The car rental industry doesn’t have the best reputation. But we’re trying to explain that this business is run by people’, Schaaf says.
The new platform is built on the DNA of Avis’s legendary slogan We Try Harder, which was retired in 2012 after 50 years, then revived in 2014.
’We Try Harder is still in our DNA – we’re just modernizing it’, Schaaf emphasizes.
The campaign also aims to increase brand awareness in less developed markets.
“In the US, we have great brand recognition. They know how to communicate with their audience there. In the EMEA region, we speak 22 languages, cover a wide area, and don’t have equal brand recognition everywhere,” he explains.
In a “sea of sameness” among car rental companies, Avis hopes that its new tone will help it stand out. Success will be measured through market ranking, brand awareness, and consumer intent.
’I don’t really care if people remember the advert – I care more that they remember the brand. Numbers matter, but what truly counts are the verbatim comments from customers’, Schaaf concludes.
Media – Marketing will continue to follow whether this growing awareness of the need to return to human – centered corporate communication spreads to other industries as well.
