Tempest's overall brand positioning is as the low-cost solution to car rental, no frills, no fuss, just plain good value and fun and Shanghai's executive creative director Glen James says that the gist of the new print campaign is: ‘If you think this is amazing/ridiculous/strange etc, you should see Tempest's ridiculously low prices.'
The new ad campaign is running across TV, print and online. The TV ad uses animation of the print campaign to get the idea across and it has a viral/online feel in keeping with Tempest's strong online presence and innovative approach to marketing.
“This new campaign follows the same creative rationale as previous campaigns in terms of being light-hearted and slightly irreverent and amusing,” says James. “Aimed at the cost-conscious corporate and consumer market, who want to save on their travel budgets, the biggest focus is always on low prices that are on offer and we strive to communicate them with a humorous tone, while doing it in an affordable effective way to get Tempest's messages out to the masses.”
“Our campaigns have always highlighted our price-sensitive approach and our commitment to offering our clients great value for money,” says Janita Edwards, marketing director at Tempest. “This approach continues to work well for us, especially in the current economic climate where people are looking to save on business and leisure travel costs, but still want to engage with a reputable company that offers a quality product with great service.”
Edwards adds that this, combined with business initiatives such as a formal partnership with Mango, and the successful Shanghai ad campaigns, have contributed to Tempest's ongoing success over the last five years.
