Enterprise Rent-A-Car is “launching a new TV spot to leverage its sponsorship of the NCAA, which is currently in the seventh year of a multi-year contract,” according to Tanya Irwin of MARKETING DAILY. The new ad, which is part of the “Enterprise Way campaign,” features real Enterprise employees “who are former student athletes in nearly every sport, from swimming to football to soccer.” The TV spot “plays up how from personal passion to a competitive spirit to a strong sense of teamwork, former student athletes excel at Enterprise.” The ad, which “will receive heavy rotation" during the NCAA men's basketball tournament, focuses on a "diverse range of sports and colleges to feature in the commercials, reflecting the strong diversity of employees and customers from across the country.” The broadcast campaign will be “supported with an integrated social media program (a ‘Road Trip to the Final Four’ featuring an Enterprise employee), digital and mobile ads, point-of-purchase displays, television integrations on the ‘Best of College Basketball’ program and the College Slam Dunk and 3-point Championships” (MARKETING DAILY, 3/2 issue).
