Hertz Takes A Road Trip With Live Nation

Few things go together like music and road trips, so how about a Hertz rental car with those concert tickets? As of January 1, 2012, you’ll be able to book both through Ticketmaster.com as well as LiveNation.com. The integration of a rental car into the ticket-buying process is a key component of a multi-year sponsorship and marketing alliance Hertz has entered into with Ticketmaster's parent company Live Nation Entertainment.

"Twenty-four hours a day, 365 days a year, Hertz will be integrated into the core of our ticketing business," says Russell Wallach, president of Live Nation Network, the company's entertainment marketing division.

The Live Nation deal is actually part of an larger "Movin' with Music"-themed effort on the part of Hertz to tap into the power of music to reach a younger demographic--more specifically, 18- to 34-year-olds. The initiatives make Hertz the latest brand to forge connections with musicians and the music industry to boost its brand identity.

Through Ticketmaster.com and LiveNation.com, Hertz will offer ticket buyers the chance to rent vehicles--ranging from luxury sedans to SUVs to sports cars--from a specialized Hertz Concert Collection. Concertgoers who rent a car from Hertz will get driving directions to the concert through NeverLost, the car rental company’s navigation technology, as well as access to VIP parking at the venue. And here is a plus for members of the 25-and-under crowd who book with Hertz through Ticketmaster: They won't have to pay a young renter's fee.

Hertz Equipment Rental division will provide lifts, portable power, and additional lighting equipment to Live Nation venues.

For more, visit FastCompany.

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