National conducts free gas campaign
National Car and Truck Rental of Toronto has begun an advertising campaign in support of its current "Free Gas" promotion. During this offer, which will run until the end of April, customers will receive free gasoline and free kilometres when they rent vehicles on weekends. The campaign, created by Cundari of Toronto, includes radio, print and out-of-home advertising in certain Canadian markets. Toronto-based Gaggi Media Communications handled the media buying. The out-of-home executions focus on the high price of gasoline. One shows a gas gauge marked in five-dollar increments. Another shows a gas station price sign which lists the prices for various grades of gas as "What," "Ouch" and "SOS." Both display the copy, "Free gas with every weekend rental." The three English-language radio ads, called "Montreal," "Slopes," and "Portage," feature the company's spokescharacter Janet and situations in which customers are trying to cut corners while planning a weekend trip. "The campaign reinforces National's tagline, 'When you're ready, we're ready.'" said Frank De Cesare, vice-president of marketing at National. "It emphasizes that National is committed to providing customers with the best service and the best offers."