Modernizing Hertz: A Global Digital Overhaul
As the world’s largest car rental brand, Hertz dominated the business traveler category—but was losing ground with younger leisure drivers. The brand’s digital presence had grown stale, third-party aggregators were cutting into margins, and off-airport revenue was under pressure. Brian led the modernization of Hertz’s global digital ecosystem—revitalizing the brand through destination-inspired content and delivering seamless, transaction-ready experiences across every platform and touchpoint.
Platform: Web, Mobile, Tablet, App, Display, OOH, Social, Print, Brand Identity, TV, Kiosk, Gaming, Loyalty, In-car, On-prem Experiential
Features: Research, IA, UX Design, HTML 5, Flash, 360° Interactive, Branding, Animation, Video, e-CRM, e-Commerce
Booking Experience Redesign
New site and support media increased visits up to 22% and drove an incremental $50M in site revenue.
The Hertz Gold Plus Rewards Promotion resulted in $16M additional sales in 6 weeks and extended the program permanently.
Awarded the first-ever Travel + Leisure Social Media + Tourism Awards (SMITTYS) for "Best Use of a Social Media Platform for the Gas & Brake social media game. View the global site experience here: Hertz Car Rental
Conceptual Marketing Platform:
Hertz is the original. The Pioneer. The innovator.
And Hertz will continue to lead, but this isn’t something that can be achieved with words.
It's about delivering a rewarding experience – one that's intuitive, seamless, simple, and fun.
BOOKING IS BELIEVING.
Easy to book, easy to drive, easy to earn, redeem, and do it all over again.
We'll continue to innovate, leaving you to take great trips, visit friends and family, and get to where you need to be in your life and work.
We’re here to help you create new memories while planning for the next ones.
Hertz knows it’s important to keep you going.
Inspiration-Led Creative
Cross-Platform Touchpoints
Loyalty & Return Users
Destination & Deal Modules
Social Integration
Incentivized Online Training for Global Hertz Employees
Modern Mobility, Everywhere
This global redesign helped Hertz reintroduce itself to leisure travelers with a unified digital experience—relevant, branded, and optimized for action across every screen and location.