“Avis is not the cheapest of the car rental companies,” said Scott Deaver, Avis EVP and chief marketing officer. “We’re the best in terms of product and service quality. Our leisure marketing strategy is to find people willing to pay more to get more.” Did they find some in the LGBT market? Putting gay-friendly consumer policies in place and creating innovative, high-profile, lasting advertising sure was a great start, but not in all markets and recently less so: they get an 8/10.
In HRC’s Corporate Equality Index, they score 95/100.
Read my blog for Marketing the Rainbow.