Avis Fleet Services used business to business media to supplement awareness and sales lead generation built via direct mail. The client team hitherto purchased media direct on a 'last minute' basis at competitive rates. This tactic produced gluts and famines of advertising response, from indifferent advertisement positioning within the titles used.

tqp were given the task of maintaining existing low media rates and establish a degree of predictability to the schedule - controlling the timing of advertisement response.

After negotiation with publishers we were able to pre book key publication deployment across the year and at improved media rates. Additionally we negotiated advertorial pages free of charge, which produced record levels of sales response and timed to compliment the direct mailing program to optimise sales conversion.  

Press campaign media discount increased to 70%, Avis paid just 30% of published rate card value and achieved higher sales in the process!!

relevant media visibility, maximised