Transforming a Gold Coast Car Rental Company into a Top-5 National Brand
Disclaimer: No business names have been disclosed in this case study to respect client privacy.
Introduction: A Bold Vision for Growth
A Gold Coast-based car rental company appointed a new CEO with an aggressive objective—to expand beyond being the preferred choice for backpackers and position itself as one of Australia’s top-5 car rental brands. At the time, this seemed like an ambitious, almost unattainable goal. However, Dom and Gary believed in the vision and committed to being part of the advisory team to help turn this dream into reality.
The Challenge: Breaking Out of a Niche Market
- A niche market perception, limiting growth beyond budget-conscious backpackers.
- A lack of brand positioning to appeal to a broader customer base.
- Minimal brand recognition outside Queensland.
- An outdated logo and messaging that failed to communicate the company’s strengths.
The new CEO recognized that in order to scale nationally, they needed a bulletproof brand strategy, backed by a clear market proposition and creative messaging that resonated with a wider audience.
The Solution: A Bulletproof Brand Strategy
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Brand Strategy & Positioning
- Conducted a market analysis to identify gaps and opportunities.
- Repositioned the company as a reliable, value-driven alternative to major car rental brands.
- Developed a brand roadmap aligned with their 5-year goal.
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Visual Identity Refresh
- Designed a modern, professional logo to reflect the brand’s evolution.
- Created a consistent visual identity across all touchpoints.
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Creative Messaging & Marketing
- Developed key brand messages that highlighted their competitive advantages (e.g., affordability + quality service).
- Launched a targeted campaign to attract a broader customer base, including business travelers and families.
- Improved website UX and SEO to enhance digital discoverability.
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Operational & Commercial Discipline
- Introduced commercial strategies to optimise pricing and fleet management.
- Provided strategic guidance on customer experience enhancements.
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Strategic Partnerships
- Secured a partnership with one of the largest car rental companies in the world, increasing their footprint and market influence in Australia.
The Results: From Niche to National Success
- Increased fleet size, enabling higher customer demand fulfilment.
- Expansion in all major capital cities, securing presence in key travel hubs.
- Brand recognition at a national level, competing with industry leaders.
- Strategic partnership with a leading car rental operator in the world to enhance market credibility and growth potential.
This transformation was made possible through a combination of disciplined commercial strategy, smart operations, and a powerful brand strategy that redefined their market position.
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