Budget’s Email Puts a Celebrity Face on the Brand

Using a celebrity to extol the virtues of your brand, as this email does, is a good way to stand apart from your competition.

Mailer Name: Budget Rent a Car
Date Emailed: April 29, 2016

BudgetTopEMBeginning in April, singing star and fashion mogul Jessica Simpson, herself a major brand, became the new ambassador for the car rental chain. And despite a reality show lifestyle and big social media following, the new role allows her to appeal to customers who know the mom side of her personality.

“Get away Jessica Simpson style and save” the subject line entices, simultaneously promoting both glam and value. The email’s HTML is itself pretty clean and compact in comparison to efforts from other provider.

Rather than show several discount offers, there’s only one central offer made. It features Simpson, saying “it’s a good time for a getaway.” Rates promoted are from $17 or $23 a day; a swipe of the button leads to the website to begin the reservation process.

The other big block offers an incentive to register for a special offer for Fastbreak, Budget’s loyalty program. Members can earn “Budget Bucks” with two rentals.

BudgetNextEMA smaller block that runs across the bottom of the email proposes a specific destination: “Spend less, do more in Canada.” Both reasons given — a discount rate and a stronger U.S. dollar — make this offer a good fit for Budget’s customers.

The Takeaway
Make sure that the celebrity you choose to stand behind your brand is believable and relatable to your audience.


Publish date: June 6, 2016 https://dev.adweek.com/performance-marketing/budget-email-celebrity-brand/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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