Dec 06, 2011 at 02:45 PM
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Hertz Customers Will Get VIP Parking At Live Nation Venues

Live Nation debuted its latest marketing partnership yesterday announcing the launch of Hertz 'Movin' with Music,' a multi-year sponsorship with the rental car company that will make it Live Nation's exclusive car rental partner in the United States and Canada. The program, which aims to help Hertz build brand awareness and drive sales among a broader range of demographic groups, will be integrated beyond traditional sponsorship elements and across the entire Live Nation digital and venue network, a strategy Live Nation Prez, Russell Wallach, recently explained here.

Hertz car rental services and Hertz NeverLost driving directions will be offered to Live Nation's audience of concert goers online through and, which together reach more than 26 million monthly unique visitors. The deal includes the launch of the 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 their reward points to acquire music online.

"Experiencing live music is a valued passion for a wide range of consumers. 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," commented Hertz Chairman and Chief Executive Officer, Mark P. 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."

As the official rental car marketing partner for Live Nation, Hertz car rental booking capabilities and Hertz NeverLost navigation technology for event venue directions will be integrated into multiple touch points across Ticketmaster. On-site, Hertz will receive prominent exposure at 75 Live Nation-owned entertainment venues located in more than 25 of the nation's largest markets, including Hertz VIP Parking at a select number of Live Nation amphitheaters. Hertz Equipment Rental will also be Live Nation's official equipment provider, supporting staging activities for many of Live Nation's concert productions.

"This is a natural business alliance that taps into the power of live music and our integrated marketing and eCommerce platform to power the Hertz brand, increase customer engagement and drive measurable results," said Russell Wallach, President of Live Nation Network. "By aligning with Live Nation, Hertz will expand its appeal across a diverse spectrum of passionate music fans, both young and old. Moreover, this partnership works on a B2B level as Live Nation will now utilize Hertz products and services to conduct our business, further increasing exposure of the Hertz brand and strengthening the economic value of the alliance."

In addition to car and equipment rental, Hertz plans to launch promotional activities that connect all portfolio businesses to the Live Nation alliance, including commercial and leasing sales.