Client: Zozi (San Francisco)
Campaign: Promote Zozi's main platform
Zozi is an online adventure discovery platform where users can buy experiences such as trekking, surfing, or swimming with sharks in their local city or around the world.
It was founded in San Francisco in 2009 by TJ Sassani after he had been traveling and wanted to create a simple way for people to book high-quality activities. The startup has since grown to 40 people and recently raised $10 million, bringing total investment to $17.5 million.
Zozi worked with boutique firm PKPR before hiring Tian Lee as PR manager about two years ago, bringing communications in-house.
While the product is the main focus, Sassani recognizes the power of leveraging PR to bring the brand to life. “We sell adventure trips and dreams,” says Lee. “PR is a vital way of telling our story and connecting with customers.” An example of its PR activity was a Zozi-sponsored wedding performed on jetpacks for a couple who got engaged on a Zozi adventure, which generated worldwide press coverage.
One of Zozi's main challenges is differentiating itself from other daily deal sites, such as Groupon, which have fallen out of favor with the public.
Lee says Zozi is focused on putting out the right messages to differentiate itself.
Zozi has no plans to hire an agency. “At the moment, it's a bigger value having PR in-house to really understand the inner workings of the startup” Lee explains.