When it came time to develop the 2008 marketing and advertising campaign, the American Rental Association wanted to strike a deeper connection with their audience.
To do this, HRB developed key messages that associated what the consumer will own as a result of what they will rent. This connected the positive emotions of what they can accomplish with the products rental stores offer and with renting in general.
The resulting campaign included TV commercials that ran nationally on the DIY Network, as well as print ads and a full scale PR program. The ads have had a tremendous response so far, and PR has generated extensive media coverage.
