As part of a continuing targeted effort to develop alliances with the entertainment industry, Hertz Corp. has signed a multi-year sponsorship and marketing alliance with Live Nation Entertainment in a deal that will create exposure for Hertz’ car rental business and bring opportunities to Hertz Equipment Rental Corp. for supplying staging and other equipment services at live music events.
The alliance will enable Hertz to reach millions of live music fans and become Live Nation’s exclusive car rental partner in the United States and Canada. Hertz’ car rental services and Hertz NeverLost driving directions will be offered to Live Nation’s audience of concertgoers online through Ticketmaster.com and LiveNation.com, reaching more than 26 million monthly unique visitors.
The Hertz "Movin’ with Music" includes the introduction later in 2012 of Hertz Live Radio, which will be streamed at Hertz facilities and on Hertz buses, and the Hertz Music Store where Hertz Gold Plus Rewards members will be able to use reward points to buy music online.
“By partnering with Live Nation, one of the most significant forces in the music industry and the owner of Ticketmaster, Hertz will engage directly with fans by becoming an integral part of the live entertainment process as they purchase tickets, attend events and share their experiences with friends,” said Hertz chairman and CEO Mark Frissora. “By closely aligning Hertz with live music and tapping into Live Nation’s multi-channel network, we are changing how we drive interaction among existing and potential customers. This is promotion and eCommerce at its best – delivering enhanced value to consumers by providing easy access to Hertz and generating sales to our bottom line while defining and building brand affinity.”
Also Hertz Equipment Rental will become Live Nation’s official equipment provider.
HERC has about 325 branches in the U.S., Canada, China, France, Italy, Spain and Saudi Arabia. Based in Park Ridge, N.J., HERC is No. 4 on the RER 100.