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Hertz and we saw an opportunity to increase car rentals for reasons other than business. So our campaign showed what Americans miss by flying somewhere for a vacation and not having their own wheels. And we localized this campaign. For example, one ad showed a tour-bus driver-guide talking into a mic, wearing a lei. The headline: “Will you see the islands of Hawaii through his eyes, or through your own?” Hertz saw its vacation rentals grow.