Giving ‘Til It Hertz: 5 Questions With Jayesh Patel, SVP Marketing


Hertz holiday 2017 ad campaign

Few places are busier this week than the Hertz counter at Orlando International Airport, where the iconic car rental brand is projected to rent more than at any other airport this holiday season.

That made it the perfect place for Hertz to team up with Santa to spread cheer to busy holiday travelers through a video where he picks up his “rental sleigh” to get on his way after a long day of business travel. The sleigh featured “1,500 reindeer under the hood.”

At Hertz’s “hometown” airport Southwest Florida International Airport in Fort Myers, Fla., Santa made a pre-Christmas stop with his rental sleigh , handing out small gifts of toys and games to travel-going children and families, along with providing photo opps in the sleigh.

Jayesh Patel - SVP Marketing - Hertz“Our video featuring Santa Claus will also be playing on monitors at Hertz locations throughout the country this holiday season and shared on our brand social media channels,” Jayesh Patel (right), senior vice president of marketing for Hertz, told brandchannel. 

We asked Patel more about why Hertz is working even harder this holiday season to engage customers, show its appreciation and let customers know Hertz will get them where they’re going.

Jayesh, what’s the goal of this year’s holiday campaign? 

Knowing how stressful traveling can be during the holidays, we wanted to team up with Santa to help spread the cheer and spirit of the season to busy travelers and show them that no matter where you’re headed, Hertz is here to get you there. The video that we created captures this magic and tells the story of Santa, weary from business travel and his “red-nose” flight, looking for the right vehicle to transport his presents.

Thanks to Hertz, Santa is handing out roughly 8,000 gifts across both Fort Myers and Orlando airports to children and families. Gifts include small toys like stuffed animals and travel-size games to play on the road or on the plane.

How did you balance the campaign to reach customers at your hometown airport and Orlando?

Orlando and Southwest Florida are two busy vacation destinations, with Orlando being our busiest airport location during the holiday season this year. So it made perfect sense to have Santa there greeting kids and families to make their travels a bit brighter.

Describe Hertz’s general market positioning these days and how the car rental market is changing?

Hertz pioneered the car rental industry 100 years ago (we celebrate our 100th anniversary in 2018) and set the gold standard for service by understanding our customers’ needs and anticipating them as they’ve evolved.

Today, we have the largest global footprint of any car rental company with nearly 10,000 locations worldwide and a diverse fleet of vehicles. Our Hertz Gold Plus Rewards loyalty program also tops the industry with award-winning benefits that includes fast and seamless service experience as well as exclusive partnerships with the top airline and hotel partners.

And given that, what is Hertz’s value proposition?

All of that combined with a simple value proposition—we’re here to get you there—is driving our success. Your “there” may be different to the next person’s, but we have the right car for your rental need, whether it be for a business trip, a relaxing weekend getaway or a replacement vehicle while yours is in the shop.

Is ride-sharing such as Uber of concern, and how are you addressing those concerns?

We work with a variety of partners in the mobility space. Ride hailing represents a new customer segment for us. Our partnerships with ridesharing services for rental cars and fleet management are an example of how these recent mobility players offer Hertz opportunities for growth.

Get more insights in our Q&A series.

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