- our work
How do we drive attention to a shuttle that drives itself?
The moment.
As the Cumberland Community Improvement District was developing a first of its kind autonomous shuttle pilot program, they knew they wouldn’t just have to convince potential riders that it was safe to ride an autonomous shuttle, but also raise awareness of its existence in the first place. After speaking to a range of diverse stakeholders in the district as well as key enabling technology providers, our team developed insights, messaging and promotional plans that would effectively speak to our audience about safety, innovation and convenience. We then brought the Hopper to the public with a fully integrated PR plan, media relations, ridership analytics and launch events designed to create buzz, maximize publicity and establish CCID as a driver of mobility and economic innovation.
The momentum.
We invited local business leaders first to an exclusive VIP pre-launch for a sneak peek at the Hopper, then we set our sights on creating a major launch event where we brought in government officials and news media – with Hopper rides stealing the show. We bolstered these events with organic social media content, print collateral, press materials, and targeted landing pages for media, first responders and other specific audiences. We pursued consistent influencer and media outreach that resulted in coverage from 11 Alive, The Atlanta Journal-Constitution, and even national news outlets such as Fox Business.
Where it hopped:
71 media mentions
$325,947 worth of free media coverage
4,000+ riders (and counting!)
