Alamo Hits Road to Universal Theme Parks for Family-Toting Vacationers - Alamo Car Rental

Brandweek, Dec 6, 1999 by Mike Beirne

Positioning itself as the fun car rental company for family travel Alamo Car Rental will make a new three-year partnership with Universal Studios theme parks the centerpiece of a campaign targeting leisure travelers next year, with new TV and print ads, travel trade promos, consumer sweeps and on-premise ticket sales.

A TV spot, via FCB Worldwide, N.Y., breaks next month, continuing the "Drive Happy" tagline while tying in Universal's Orlando and Hollywood theme parks. The ad shows a family inadvertently driving its Alamo rental car through a robot shooting spree, actually footage from Universal's Terminator attraction.

The spot will run on cable and on network programs such as Dateline, Judge Amy, Spin City, Ally McBeal and 20/20. While budget figures were not disclosed, the Ft. Lauderdale. Fla., company's seven-month media spend hit $21.9 million this year versus $26.1 million in 1998, per Competitive Media Reporting.

The deal marks the most extensive pact between Alamo and an entertainment property Alamo will pick up the theme park's "official car rental" mantle from Avis and now includes Busch Gardens, Sea World and Kennedy Space Center in its stable of Florida destination partners. Universal is a particularly good fit for Alamo's international customer base because of the park's appeal to older children. European and Latino families also tend to take U.S. trips with tweens and teens, rather than with babies and toddlers.

"Universal is all about fun and fantasy and that is what our marketing is about," said Maria Menendez, vice president of strategic planning at Alamo. "We're a family-oriented brand and that is what Universal is trying to be as well."

Other elements showcasing Alamo as part of Universal vacations include an online consumer sweeps giveaway of trips and other prizes; a travel agent incentive program awarding points that can be redeemed at Universal, signage at the park and at Alamo locations, and theme park ticket sales at Alamo's airport counters in Orlando and Los Angeles.

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