Many people might not remember their fourth birthday, or even any birthday they attended at that age. But Hertz, however, plans to avoid that problem by celebrating the fourth anniversary of its loyalty program with an unforgettable occasion. What’s more, Hertz also plans to flip the traditional practice of accepting gifts on one’s birthday by giving back to loyalty program members across Europe and Australia.
Hertz, which operates various car rental brands including Thrifty and Firefly across more than 150 countries, will....