Introducing Turo to the BC market

Caught between the global pandemic and the need to go to market in a timely fashion, Turo looked to us to find that perfect moment and introduce their services to the BC market.

The Ask

Turo is the world’s largest peer-to-peer car sharing marketplace. It operates similarly to Airbnb, where renters can find and rent vehicles from hosts. Turo approached Front + Centre to launch in BC, drive credibility and awareness to their service.

The Problem

Launching ridesharing in BC has been a bumpy road, to say the least. There have been twists and turns that were difficult at times to navigate at each point. While Turo is not a ridesharing service, it’s easy to fall into that narrative. Just as well, the launch was taking in the midst of the COVID-19 pandemic where fears were heightened by the unknown and sharing objects was a big no-no. Very little was known about how services like Airbnb, Turo, Uber, Lyft, etc. would be affected. Finally, the launch, ready for when the economy would re-open, needed to be attached to a small giving back program or initiative so it didn’t look like a tone-deaf, money-grabbing big tech company launch.

The Insight

The need for a service like this very much existed as ShareNow was leaving the market in February 2020. Vancouver had the highest adoption rate for this service.  As the pandemic continued and we learned more about the virus and its transmission, Turo could take advantage of emphasizing the message of following safety protocols and how Turo also plays a key role in the economic recovery of BC. We focussed on efforts on strategic media relations, phasing out the announcements into pre-seed and launch milestones. To heighten the newsworthiness of the story, we integrated survey data about car ownership in BC, prepared local owners to act as spokespeople and conducted widespread proactive outreach targeting a handful of journalists who set the tone for coverage in BC.

The Results

104m
Media coverage reach
103
Pieces of media coverage
3x
Typical web traffic during launch
#1
Fastest growing market in Canada

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