How thinking local helped Enterprise-Rent-A-Car to go global

It is often said that Britain and America are two nations divided by a common language. In recognition of this and keen to increase sales in key market areas, Enterprise-Rent-A-Car invested in a rearticulation of its US brand message to make it more relevant and emotionally resonant with a UK audience. By building on the associated strengths of US customer service through a comedic, TV-led multimedia campaign, Enterprise-Rent-A-Car saw an 8.7% growth in revenue, out-pacing the market growth of 1.6% and a revenue ROMI of 1.61.