Under the deal, Avis customers can pick up a car from one of the company's 2,800 global locations from as little as £16 per day.

The offer is valid from 5 January to 9 February and  is valid on bookings for travel up until 31 May 2011 (excluding the Easter weekend of 22-25 April 2011). 

Nick Mountfield, head of marketing at Avis UK, said: 'At Avis, we are well aware that our customers are often thinking about their next trip as soon as Christmas is over, if only to alleviate the winter blues. There are financial pressures on families up and down the country at this time of year and this New Year sale is our way of giving them a chance to look forward to an affordable yet convenient and hassle-free holiday.'

Bookings can be made at www.avis.co.uk or by calling the Avis UK Call Centre on 08445 810 147.