LXB TO PROMOTE KANGOUROUTE
By Adnews Staff
Car rental companies Gestion Inter-Parc and Location Rompré have merged their operations under the name Kangouroute. Previously both had been part of the Tilden/National car rental chain. The Kangouroute brand was created by LXB. Gestion Inter-Parc and Location Rompré hired LXB for brand creation and promotion after meeting with several agencies. Kangouroute launched on Oct. 15. In a promotional effort, direct mail is being used to introduce the brand to corporate clients, while print advertising has been aimed at consumers. André Bouchard, director of research and strategy for LXB, said the challenge was to create a brand on par with other major players while at the same time achieving a clear break from the past. Kangouroute operates 24 locations in Quebec.