Avis Celebrates the 40th Anniversary of the 'We Try Harder' Slogan by Rewarding Customers and Recognizing Employees

Customers Can Win a Free SUV for a Year by Sharing a 'We Try Harder' Story

PARSIPPANY, N.J., July 14 -- In 1963, Avis Rent A Car System, Inc. debuted a new advertising campaign that featured a brand-new tagline -- "We Try Harder." Forty years later, the now-famous slogan has become one the world's most recognized company taglines. For Avis, the tagline is more than a slogan -- it has become part of the fabric of the company that both reflects and influences corporate values and business decisions. In celebration of the 40th anniversary of "We Try Harder," Avis has created a summer-long campaign to reward employees and customers who "try harder."

"Who Tries Harder?"

In honor of 40 years of "trying harder," Avis has created the "Who Tries Harder?" contest. Avis customers who share a brief story about an Avis employee who has "tried harder" will have the chance to win a Chevy Trailblazer for one year or one of 40 free weeklong car rentals. At the same time, employees who are cited for great service through the contest will also have a chance to win prizes. Customers who would like to share their "We Try Harder" experience can visit www.wetryharder.com to nominate an Avis employee. The contest will run now through September 2 with winners being notified by October.

All entries must be 200 words or less and will be evaluated in conjunction with New York City-based Brand Keys, Inc., a leader in measuring customer loyalty, based on the content of the customer's "We Try Harder" story. Winners will be chosen based on how the actions described in their entries reflect key customer loyalty drivers and Avis values.

"Without our employees' strong commitment to consistently exceeding customer service standards, 'We Try Harder' would just be an empty slogan," said Robert Salerno, President and CEO of Cendant Car Rental Group, the parent company of Avis. "'Who Tries Harder?' is a way for our customers to honor the great customer service they have received at Avis -- and our way to honor our loyal employees who stand out. Being able to reward both customers and employees who share an appreciation for a job well done defines the true spirit of Avis."

For more information about the 40th anniversary of "We Try Harder," as well as additional details about the "Who Tries Harder?" contest, visit c.

About Avis

Avis Rent A Car System, Inc. and its subsidiaries operate the world's second largest general-use car rental brand, providing business and leisure customers with a wide range of services at more than 1,700 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 rental car brand in the 2003 Brand Keys(R) Customer Loyalty Awards and tying for number one in the 2003 J.D. Power & Associates rental car customer satisfaction study. Avis is also the exclusive car rental partner of Upromise(R), the way to save for college. The company is a wholly owned subsidiary of Cendant Corporation , a diversified global provider of business and consumer services primarily within the real estate and travel sectors. For more information visit www.avis.com or www.cendant.com/media.