July 21, 2003
Dollar Rent A Car expands in Canada
Toronto, Ontario – Dollar Rent A Car is embarking on a rapid Canadian expansion plan. By year-end there will be at least 70 dual-branded locations among the 150 operated by DTAG Canada. The locations are dual-branded with sister company Thrifty Car Rental. Dollar has in-terminal locations at international airports in Ottawa, Halifax, Montreal, Toronto and Winnipeg.
Dollar Rent A Car is owned by Dollar Thrifty Automotive Group Inc. which also owns and operates Thrifty Car Rental. Since February of this year, DTAG Canada has embarked on a dual-branding strategy whereby the Dollar and Thrifty brands will share facilities, both at major airports and at corporate-owned and franchise locations across Canada.
“North of the border, Dollar has not been a big name, though many Canadians are familiar with the brand through their travels to places in the sun,” says Bill McNeice, DTAG Canada Executive Vice-President. “With Dollar’s expertise in value-priced leisure rentals for domestic and inbound travellers and Thrifty’s core competence in serving the price-conscious business traveller, we saw a great opportunity for synergies and growth.”
“We’re going to have some fun with Dollar,” says Tim Oldfield, Vice President Sales and Marketing for DTAG Canada. “When you’re on holiday you’re in a different state of mind than when you are travelling on business. Our position is ‘You’ve rented from us in Florida, now give us a try for your Canadian holiday.’ Whether it’s sea or ski, we want Dollar to be Canada’s #1 choice for holiday car rentals.”
Beginning July 15, a four-week promotion dubbed ‘Another Day, Another Dollar’ will allow 2-day renters to pay just $1 more for a third rental day on any weekend. The promotion will be advertised extensively in national newspapers, major market radio and online.