Friday 16th of February 2018
How important a role does the BVRLA play in your day-to-day work?
“Without the BVRLA trading body, the rental sector would have no real accountability. They work hard to protect our company and more importantly, our customers. I personally make sure every piece of marketing material that comes from our offices is a true representation of what we offer as a low-cost car rental company and I trust in the BVRLA that they make a safe space in which we can do that.”
What did it mean to you personally to win this award and be named an industry “hero”?
“It was a real shock to be recognised by the BVRLA for my marketing and charity work, it’s an incredible honour and a proud moment in my career.”
What’s the hardest thing about marketing in this industry?
“It seems the rate of change in digital marketing gets ever faster each year, and that can be a challenge. If you want to remain successful in this arena, you really do need to constantly evolve your skillset.”
Name one thing that you were really proud of in 2017?
“I think seeing our first national press advert in the Metro was a good moment. Having our ads sit next to blue-chip brands including Apple and Mercedes really helped elevate our brand to the next level and also shows the competition that we mean business.
Overall the past 12 months we have seen a 300% increase on brand search and I feel that is largely due to the awareness campaigns pushed over the year.”
What contribution are you most looking forward to in 2018?
“2018 is going to be an exciting year for us. We have already hit the ground running at the start of the year with signing a 16-month stadium sponsorship and corporate events deal with Everton Football Club.
I am also looking forward to accelerating our brand in Florida and China. Both are huge markets and if we get the right marketing right here, it will generate a lot of business for the company.”
Lastly, just for fun – who’s your biggest hero in the car rental sector?
“In terms of marketing, I am a big admirer of Sixt. It’s not a fluke they win year on year many of the top marketing awards. Their approach is simple, produce edgy but fun work that people will want to share.”
“Overall, we were very impressed by the number of stories of dedication and professionalism we received this year. The judges were heartened to learn that BVRLA members employ some of the brightest and most highly motivated staff of any industry in the UK.
Of course, it is always difficult to select winners from a dazzling list of nominations, but the judges were impressed with Dan’s commitment to the contribution to your business and the impact he has on your brand image.”