Alamo and Universal Studios Recreation Group Announce Marketing Partnership
16 November 1999
Alamo and Universal Studios Recreation Group Announce Marketing Partnership
Alamo Becomes Official Car Rental Company For
Universal Studios Recreation Group;
Cross Marketing and Co-Branding Add Value for Mutual Customers
FORT LAUDERDALE, Fla., Nov. 15 -- Alamo Rent a Car, the
nation's premiere leisure-oriented car rental company, and Universal Studios
Recreation Group, a division of Universal Studios, a diversified international
entertainment company, today announced a new three-year marketing partnership.
The agreement makes Alamo the official car rental company of Universal Studios
Recreation Group, which includes Universal Studios Hollywood, CityWalk
Hollywood and Universal Studios Escape in Orlando, a resort destination
featuring Islands of Adventure, CityWalk Orlando and Universal Studios
Florida. The agreement also paves the way for a host of joint marketing
programs, promotions, and exclusive offers to benefit consumers and travel
trade customers alike.
"This marketing partnership is a perfect fit for both organizations," said
Maria Menendez, Alamo's vice president of marketing. "Because Alamo already
targets leisure travelers in its advertising and marketing efforts, the
demographics of our target audiences, as well as our creative, innovative
styles of brand delivery are similar. The synergies between our companies
will result in a fully integrated partnership with multiple value-added
benefits for mutual customers."
In addition, Alamo will be the official car rental supplier for Universal
Studios Vacation Packages, a division specializing in international and
domestic tours. Alamo has already opened a rental location at the elegant
Portofino Bay Hotel, a Loews Hotel in Universal Studios Escape in Orlando,
which captures the ambiance of the romantic Italian seaside village of
Portofino. The access to on-location car rental services enhances the hotel's
world-class service profile while simultaneously fulfilling Alamo's brand
promise to deliver a rental experience that is "fun, easy and more than just
cars."
Alamo will also feature Universal ticket sales at its airport location in
Orlando, where Alamo is the market leader and operates the world's largest car
rental facility. Ticket sales will also be available soon at the Alamo
airport location in Los Angeles, where it is the second largest provider of
car rental services.
"The opportunities for co-branding and co-marketing are tremendous," said
Elayne Garofolo, chief marketing officer, Universal Studios Recreation Group.
"Alamo's existing dominance in our primary recreational locations, Los Angeles
and Orlando, combined with its commitment to the leisure market, will make
this partnership a powerful force to grow both our brands."
Although the entire scope of the partnership marketing programs has not
yet been finalized, components of the program will include Internet
opportunities, call transfer programs and co-branded advertising.
Universal Studios Recreation Group also includes the international
properties Universal Studios Port Aventura in Spain; Universal Studios
Experience Beijing in China; and Universal Studios Japan, opening in 2001.
Universal Studios (http://www.universalstudios.com) is a diversified
international entertainment company engaged in production and distribution of
theatrical, television and home video products; operation of theme parks
around the world; merchandising of a wide variety of entertainment-related
consumer products; production and distribution of interactive entertainment;
and retailing. Universal Studios is a unit of The Seagram Company Ltd.
, a global entertainment and beverage company.
Alamo Rent a Car is currently operated by AutoNation, Inc. .
Alamo serves more than 15 million travelers a year through 103 locations in
the United States and Canada, and more than 400 international locations in
Europe and Latin America.
CONTACT: Cheryl Budd of Alamo Rent A Car, 954-769-4025, or Jim Yeager of
Universal Studios Recreation Group, 818-777-1047