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Winter 2006
Linking car rentals to a different kind of wheels, Avis Rent A Car (www.Avis.com) has for the past several years sponsored athletes with disabilities in major running events -- most notably the ING New York City Marathon.
Avis involvement in sponsoring athletes with disabilities began in connection with the launch of its Avis Access program for renters with disabilities when the company sponsored the Achilles Track Club (www.achillestrackclub.org). It has since expanded its commitment to the cause through official sponsorship of several major marathons. Given the brand's legendary "We Try Harder" positioning, and the visual power of a car rental company backing athletes who often rely on wheelchairs to drive themselves to the finish line, the connection is a natural. |
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| In addition to publicizing the cause connection, Avis has activated the sponsorship through point-of-sale promotions, race day signage, consumer contests, shuttle bus billboards and print advertisements targeted at customers with disabilities. The result is a great corporate image builder and new product promoter. |
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| Disclaimer: The featured monthly Cause Connection does not imply the involvement of Deutsch Communications Group, but is simply a connection we believe worth spotlighting. |
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