Hertz has struck a pan-European deal with affiliate marketing company TradeDoubler as the car hire firm looks to drive more sales online in the post-Christmas peak booking period.
The move will see Hertz integrate thousands of affiliate websites into its online marketing strategy across the five key markets of the UK, Italy, Spain, Germany and France.
TradeDoubler will track the performance of each affiliate through scalable tracking technology, enabling Hertz to monitor its return on investment.
Hertz Europe director of marketing Lesley Lindberg said: “The decision to partner with TradeDoubler at a pan-European level is a very strategic move. Not only can we take advantage of its network of quality publishers we will also be able to optimise out return on investment through TradeDoubler’s advanced tracking capabilities.”
She added: “We are constantly looking to expand our business online and increase brand awareness over the web.”
TradeDoubler chief marketing officer Will Cooper said it will provide detailed data on which sites and creatives are driving traffic and generating most bookings.
The deal comes as increasing numbers of travel companies are turning to affiliates as a method of online distribution. Because commission is only paid on sales – not on click through rates – they are regarded as inexpensive and risk-free.