Hertz officials set various goals around its Great Gold Giveaway, all of which lead toward enhanced customer engagement and heightened brand loyalty.

Hertz Gold Plus Rewards members can participate in the Great Gold Giveaway for a chance to win 1 million Gold Plus Rewards points. These points can be redeemed for up to four years’ worth of free rental days.

The sweepstakes also include more than 1,000 runner-up prizes, such as free standard weekly and weekend rentals.

Members of Hertz’s Gold Plus Rewards loyalty program who reside in the U.S. will receive an automatic entry into the sweepstakes—no sign up required—for each qualifying rental completed by Dec. 31, 2017. Those who enroll in Gold Plus Rewards during the sweepstakes period will also receive an entry for each qualifying rental.

In a recent survey, members of the Hertz Hub—an online community comprised of about 6,000 frequent travelers who regularly share feedback on the brand’s products and services—revealed that a fast pick up is what they value most about renting from Hertz, followed by the ability to bypass the counter and receive vehicle upgrades.

When it comes to their favored mode of transportation, 88 percent of respondents said that they preferred to rent a car when going on a business trip for more than three days over using a ride-sharing service (7 percent), public transportation (3 percent), or a taxi (2 percent).

Greg Giordano, senior director loyalty & engagement at Hertz, talked to Loyalty360 about the unique campaign.

“We wanted to express our appreciation to our valued GPR customers in a really big way. A sweepstakes offering 1100 hundred prizes and a grand prize of 1,000,000 points is the perfect way to do this.”

Giordano outlined the goals for the Great Gold Giveaway campaign:

Stimulate rentals from existing Gold Plus Rewards members

Drive new member acquisition 

Create competitive differentiation

Create buzz around the Hertz Brand/GPR in market and on-airport

“Most customers and corporate clients I have spoken too are very excited to participate,” Giordano said.

How can this fuel/expand customer loyalty?

“Drives additional excitement around using our services and program,” Giordano explained. “Provides the opportunity for substantial rewards above and beyond the great benefits already received as a GPR member. Shows that we truly appreciate their business.”

Customer experience is such a key differentiator among loyalty marketers, a crucial point not lost on Hertz executives.

“We have been recognized as the best loyalty program by FTA six years in a row and I feel that showing this level of appreciation to our members will only enhance what is already a great customer experience,” Giordano added. “We hope that further incentivizing our customers to use our services will enable them to experience all of the improvements being made here at Hertz such as Ultimate Choice, fleet upgrades, and improved servicing.”

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