Budget, the car rental brand, is celebrating its half centenary with an integrated campaign through Ipswich agency Cheeze.

The campaign is behind handled by Cheeze’s Ipswich office, and launches on 23 May. It aims to drive brand awareness for Budget, while growing its prospect database.

Cheeze, part of the Digital Marketing Group, developed the creative concept for both the on and offline execution, as well as the online creative.

The campaign centres on a competition offering consumers the chance to win one of five cars for a year. The cars are 'hidden' at various locations around the country, and clues to their location can be found on the Budget website.

Cheeze aims to drive people to the website to look for clues, and then enter the competition, via an e-mail to existing members of the Budget CRM database, as well as prospects; and through display advertising on travel sites and lifestyle portals.

A print campaign promoting the competition will be supported with on-location point-of-sale.

Cheeze has worked with Budget for over three years as the firm’s retained agency.