Watch DIY Network for ARA’s rental advertising campaign

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April 2006 issue of
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Watch DIY Network for ARA’s rental advertising campaign

Jennifer Vrban

Public Relations & Advertising Manager

04/01/2006

This spring, ARA has a message for 63 million television viewers.

In two 30-second commercials airing on the DIY Network, a premium cable channel offered in the U.S., ARA will be convincing viewers that renting is the smart way to get their home-improvement projects done.

ARA selected DIY Network for its unique, targeted viewing audience. Working with DIY Network allows ARA to focus its advertising investment, reach a core target and realize multiple added-value programs, including a sponsorship of the DIY Network’s Best Built Home Giveaway. Other well-known brands also are sponsors of the Best Built Home Giveaway, including Ford, Delta, The Home Depot and Century 21.

The 13-week advertising campaign, which runs in April, May and June, will reach millions of ardent DIYers, who have proclaimed their interest in home improvement, renovations, lawn and garden, and do-it-yourself projects by purchasing the premium cable channel.

Each of the ads begins by speaking directly to DIYers about a common DIY problem, then offers a solution: “Everyone knows any project can be made easier with the right tool, but what do you do when you’re working on a project that requires a tool that you don’t own? Rent it.”

While the ads generally promote the equipment rental concept, they refer viewers to ARA member

businesses through a strong call to action and push to RentalHQ.com, the ARA’s consumer Web site, where ARA member businesses are exclusively listed.

Be prepared for the folks who have seen the advertising and are looking for “an ARA member rental store.” Be sure your ARA member plaque is on your counter, your ARA window cling is attached to your door or window and make sure the ARA logo is in your print advertising. Most importantly, take advantage of the free Web site ARA offers its members at RentalHQ.com.

For more information on the advertising program, or to use the DIY ads in your own marketing program, call ARA at (800) 334-2177, or e-mail marketing@ararental.org.

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