Do It With A Car That’s Not Yours

Background

Nelka Rent-A-Car is a middle-size car rental company in Costa Rica. It has a fleet of about 200 cars and 10 offices in different parts of the country. Nelka wanted to rent out at least 80% of their fleet over the summer season. The challenge was how to compete against the huge advertising budgets their competitors were spending in order to attract foreign tourists.