• by Tanya Gazdik , March 1, 2012

Just in time for the “March Madness” college basketball tournament, Enterprise Rent-A-Car is launching a new TV spot to leverage its sponsorship of the NCAA, which is currently in the seventh year of a multi-year contract.

The new ad, which is part of the “Enterprise Way campaign,” showcases real Enterprise employees who are former student athletes in nearly every sport, from swimming to football to soccer. The spots make a connection between Enterprise employees and the brand’s partnership with the NCAA.

Every year, Enterprise hires more college graduates than any other company, and many of Enterprise’s 70,000 employees played college sports. The TV spot plays up how from personal passion to a competitive spirit to a strong sense of teamwork, former student athletes excel at Enterprise.

The NCAA partnership is a great way to build brand equity, but also serves a wide range of business building purposes -- including recruiting -- said Enterprise spokeswoman Lisa Martini. 

“Our criteria for any partnership investment is an alignment of brand values on top of an audience fit,” Martini tells Marketing Daily. “The NCAA has been, and continues to be, the right fit for Enterprise Rent-A-Car to reach existing and prospective customers as well as potential employees.”

The spot, which will receive heavy rotation during the NCAA Men’s Basketball Tournament, focuses on a diverse range of sports and colleges to feature in the commercials, reflecting the strong diversity of employees and customers from across the country.

The makeup of the company’s customer base is as diverse as the college basketball fan audience, she said. “Our demographic for the Enterprise Rent-A-Car brand is broad: 25-54 years old and split nearly half female and half male,” Martini said.

The broadcast campaign will be supported with an integrated social media program (a “Road Trip to the Final Four” featuring an Enterprise employee), digital and mobile ads, point-of-purchase displays, television integrations on the “Best of College Basketball” program and the College Slam Dunk and 3-point Championships. Enterprise will also provide branded courtesy vehicles for the NCAA employees working the March Madness events.

Enterprise also is launching the Enterprise Plus loyalty program, which awards customers points toward free rentals that can be redeemed anytime for any available vehicle at more than 5,500 Enterprise Rent-A-Car neighborhood and airport locations.