Lion City Rentals rebrands its positioning, hires digital and communications partners

Uber's car rental subsidiary, Lion City Rentals (LCR) has rebranded itself to serve casual drivers in addition to its private-hire leasing business. In a statement to Marketing, a spokesperson from LCR said that the company intended for a brand refresh due to market demand. As such, these casual drivers include couples on a getaway as well as those who need transport in moving bulky items.

In a bid to bring in more drivers, LCR looks to bank on low upfront charges, flexible car rental terms and rebates as well as a loyalty scheme for top hirers, amongst other incentives. In a statement to Marketing, Pascal Ly, GM of Lion City Rentals said that the company also aims to push campaigns with rewards to restart conversations with its drivers.

It was also said that although the company's fleet of vehicles has declined since the Grab-Uber merger, there are currently no plans in entering a deal with ride-hailing platforms. Given that the business in Singapore has been built on the support of its hirers community, it looks to serve the community better.

(Read more: Grab confirms acquisition of Uber’s SEA operations)

LCR also appointed Happy Marketer as its digital marketing agency, in a bid to strengthen its digital presence in the face of growing demand. Happy Marketer will lead a holistic digital strategy to build and grow the community of LCR hirers. Tapping on analytics, the agency looks to run "smarter and more effective" campaigns to connect with current and future driver and hire partners.  Trishe Goh, digital strategy at Happy Marketer said that the team looks to help LCR build and deliver personalised experiences to the right person at the right time, through right channels.

Adding on to its new appointments, LCR has also picked Adjectif as its lead strategic communications agency. The agency will work closely with the brand’s marketing and hirer-liaison team to deliver a strategic communications and media engagement program. This includes stakeholder and media relations, news release development and circulation and hirer activities.