SOURCE: Avis Rent A Car System, LLC
Association With the Rose Parade® and the Rose Bowl Game® Will Drive Rentals, Brand Exposure and New Business Opportunities
PARSIPPANY, N.J.–(Marketwire – December 13, 2010) – Avis Rent A Car today announced that it has entered into a new multi-year partnership with the Tournament of Roses, host of the Rose Parade and the Rose Bowl Game. Through this partnership, Avis will showcase products and services to the approximately 55 million people who view or attend the traditional New Year celebrations in Pasadena, Calif.
As the Official Rental Car Company of the Tournament of Roses, Avis will fulfill the vehicle rental needs of the Tournament of Roses’ management, members and volunteers as well as the NCAA college football teams playing in the annual Rose Bowl Game on New Year’s Day, and their alumni and followers who attend the game. This year’s match-up pits number No. 5 BCS ranked University of Wisconsin and No. 3 BCS ranked Texas Christian University (TCU). Avis will be featured on the Tournament of Roses Web site and will also be displayed on the stadium scoreboard seen by approximately 100,000 fans along with millions of television viewers in the United States and abroad.
“There are few events as storied as the Tournament of Rose Parades and the Rose Bowl,” said Tom Gartland, executive vice president of sales, marketing and customer care for Avis Budget Group, the parent company of Avis. “This partnership will generate extraordinary brand exposure, incremental rentals and will help to introduce many travelers to our famous ‘We try harder’ customer service.”
The partnership also allows Avis to market its products and services to alumni and fans of teams playing in the Rose Bowl Game. Full-page, color Avis ads will appear in the official Rose Parade program given to 750,000 spectators and the Rose Bowl Game program presented to 100,000 visitors who attend annually.
“We are thrilled to be working with Avis,” said Tournament of Roses President, Jeff Throop. “Like those who produce our parade every year and the teams that reach one of college football’s best-known bowl games, Avis works harder to be the best. We look forward to providing Avis’ premium products and services for what we think are, year-in and year-out, two of the finest events in the United States.”
About the Pasadena Tournament of Roses
The Pasadena Tournament of Roses is a volunteer organization that annually hosts the Rose Parade, Rose Bowl Game and various associated events. The 122nd Rose Parade themed Building Dreams, Friendships & Memories, will take place Saturday, Jan. 1, 2011, at 8 a.m. (PST) featuring majestic floral floats, high-stepping equestrian units and spirited marching bands. Following the parade, the 97th Rose Bowl Game will kick off at 2:10 p.m. (PST) and feature an exciting match-up between two of the top collegiate football teams in the nation. For additional information on the Tournament of Roses please visit the official website at www.tournamentofroses.com.
Avis Rent A Car System, LLC and its subsidiaries operate one of the world’s leading car rental brands, providing business and leisure customers with a wide range of services at approximately 2,200 locations in the United States, Canada, Australia, New Zealand and the Latin American / Caribbean region. Avis is one of the world’s top brands for customer loyalty, ranking as the number one car rental company in the Brand Keys® Customer Loyalty Engagement Index for the past eleven years. The company is a wholly owned subsidiary of Avis Budget Group, Inc. (
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