Hertz to target concertgoers with Live Nation partnership

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Car rental company The Hertz Corp. and Live Nation Entertainment will enable consumers to book car rentals while purchasing concert tickets on LiveNation.com or Ticketmaster.com beginning in January.

The integration is part of Hertz's multi-year role as Live Nation's official rental car and equipment provider, said Russell Wallach, president of the company's entertainment marketing arm, Live Nation Network, during an event in New York on Dec. 5. He said that Hertz and Live Nation will work together on promotional programs for Live Nation artists.

“For Hertz, the combination of cars and music is part of our heritage, and now in partnership with Live Nation. [It is] an exciting part of our future as well. We're thrilled to reach out, especially to young concertgoers, to rent a lot more cars and have a lot of fun in the process,” said Jerry Preyss, SVP of global branding and innovation at Hertz.

Consumers who book with Hertz via Live Nation will receive free VIP parking at more than 75 outdoor concert venues and "many" indoor venues, Pryess said. In the VIP parking lots, Hertz will display cars from its fleet that those concertgoers can check out. Hertz will also integrate its NeverLost in-car navigation system to provide driving directions to the venue for consumers who book via Live Nation.

Hertz will waive its young renter fee for consumers who book a rental via Live Nation. Cars available to rent through Live Nation will be part of Hertz's "concert collection."

The partnership is initially limited to North America with plans to expand to South America and Europe.

Hertz will launch a music store next year that Preyss said “will rival any music library out there today, covering every musical genre.” Hertz will allow members of the Hertz Gold Plus Rewards loyalty program to use their reward points to purchase music on the store.  

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