ARA creates national ad campaign to raise rental awareness

The American Rental Association (ARA) is increasing rental awareness and promoting the value of renting equipment through a new national advertising campaign targeting DIY homeowners.

A preview of the RentalHQ ad online

The campaign has launched in select states and will reach homeowners who, based on their online behavior, have shown a propensity to do home improvement projects, and therefore would be likely candidates to rent equipment. The campaign includes online ads and a 30-second video ad encouraging those working on home projects to visit RentalHQ.com to find rental equipment.

Consumers could see the ads on websites like bobvila.com, coastalliving.com, countryliving.com, DIYnetwork.com and more. The campaign also includes placement on the Family Handyman website, where RentalHQ is sponsoring this year’s Getaway.

As part of the overall campaign, a Connected TV campaign will include the video ad, which will air on select streaming programming including the DIY Network, HGTV and more. Equipment in the video was donated by A to Z Equipment Rental & Sales in Gilbert, Ariz. Click the video below to watch the ad.

This national awareness campaign also will include a social media push on Facebook and Pinterest. There, ARA will promote rental to users who are looking for ideas and inspiration for their next home improvement project.

“This is a large awareness campaign and will reach DIY homeowners across numerous platforms. We will be promoting rental across websites, streaming services and social media with the goal of making consumers more aware of the benefits of renting,” says Debby Schaller, ARA vice president of marketing.

“In addition, ARA also is currently working on a workforce campaign to help members with the growing need for additional staff. The overall goal of these national campaigns is to increase rental awareness in the minds of consumers as well as make people aware of this growing industry and its career potential,” she says.