Hertz, a global leader in car rental services, sought to strengthen its local presence in Puerto Rico with a targeted awareness campaign. The goal was to position Hertz as the go-to choice for daily vehicle rentals among Puerto Rican residents and internal tourists, addressing practical needs like transportation during car repairs, family visits, or leisure trips such as chinchorreo. The campaign focused on key areas across the island—Fajardo, Mayagüez, and Ponce—where local competitors had a stronghold.