United Car Rentals
Evolving a legacy brand for a modern market
The
brief
Clarifying strategy to boost relevance, visibility, and performance
United Car Rentals (UCR) is a trusted name in Qatar, with over 50 years of experience in car hire. While its heritage is long-standing, the business has evolved to offer modern, seamless service and needed a brand and marketing strategy to reflect that shift.
We were brought on as the retained lead strategist to align UCR’s business, brand, and marketing strategies. The goal was to build brand relevance, increase visibility, and drive measurable demand in a competitive market.
What we
do
Manage the brand, direct marketing strategy, and energise internal culture
We lead UCR’s ongoing strategic direction, starting with a refresh of the brand strategy. This work clarified the brand’s value, sharpened the focus on key audiences, and established messaging consistency across all touchpoints. It also enabled more distinctive brand storytelling across both digital and offline channels, supported by a structured implementation plan and sustained monthly activity.
We advise on the website’s content and structure to support discoverability and improve the effectiveness of campaign integration. The updated site now plays a stronger role in converting interest into action.
Each year, we develop the annual marketing strategy and provide continuous direction and oversight for monthly campaigns. We ensure that every activity remains aligned with the brand promise and the business’s broader strategic goals. In addition, we track performance and report on insights to inform ongoing adjustments. This creates a feedback loop that supports smarter decisions and stronger results.
Aligning Culture with Brand
Alongside external activity, we also lead UCR’s internal BrandCulture programme, designed to ensure the internal experience reflects the external brand promise. Through a series of workshops and employee surveys, we identified the organisation’s core values and surfaced gaps between intention and reality.
These insights guided the development of a renewed internal communications plan, which includes regular campaigns that we continue to oversee. A key outcome of this work is the monthly celebration of a team member voted for by their peers. This recognition boosts morale internally and is also shared on UCR’s social media, strengthening both employee engagement and external brand connection.
The
result
A stronger brand inside and out, with measurable gains across the board
UCR has seen over 56% growth in social media engagement and demand, with clearer messaging and a stronger brand presence. Internally, the Brand Culture programme has improved alignment, engagement, and morale, reinforcing the brand from the inside out. The strategy has delivered real impact and was recognised with two Transform EMEA Awards for brand evolution.