I’ve been looking forward to the launch of this blog for quite a while, so I’m really pleased that it’s up and running now. We didn’t have to look far to find a good title for it – ‘We try harder’ has been the Avis motto for more than 40 years. But doing the blog has started me thinking more about the importance of our history as a company, and I’ve been doing lots of research into the subject!
In 1963 Avis launched an ad campaign that was very bold and gutsy. Its message was: ‘We know we’re only the number two rental company. We can’t be complacent – we have to try harder. So come on, why not give us a go?’ After many years in the red that campaign brought Avis back into the black. ‘We try harder’ is considered to be one of the 10 best advertising slogans ever (according not just to us, but the Advertising Slogan Hall of Fame).
This blog is a bit bold and gutsy too, but most importantly it is true to our ‘We try harder’ values. Xavier, Stephen and Eibhlin have all spoken about how committed we are to listening to our customers and how this is driving the changes we are making to our products and service.
This blog is a great platform for discussing these changes and keeping you involved in what’s going on. We’ll also be able to share advice, plans and tips on a more personal level, without all the advertising-speak. So keep coming to the blog, and I encourage you to have your say on what we’re doing so we can make that ‘We try harder’ difference!