The idea for this promotional program for Avis Car Rentals is simple. For golfers who are good enough to take trips centered around their game, they shouldn’t pay more for a daily rental car than what they shoot on a front or a back nine. Pay what you shoot.

Speaking to golfers in their language, we invite them to “carry the honor” to their next round.

Golfers like to joke around and trash talk, so we give them another way to do it.

Keeping score is where the Integrity Counts tagline is driven home.

3 Print Ads drive interest to a microsite that explains the program.

Social Media brings the program to golfers’ networks via Facebook and Twitter (and any other channels that golfers may use).