Adfero is organizing the Pure Justice tour to promote what Carbon Motors says will be the first vehicles built purposely for law-enforcement agencies. Currently, agencies buy ordinary vehicles and then add electronics, lights, and other equipment.
The tour will launch sometime during late fall or early winter and cover more than 50 US cities, according to Carbon Motors CEO Bill Li. A prototype vehicle will be also be unveiled in Washington at the end of the year.
Outreach for the launch includes both talking to trade press and presentations at conferences. But Li said the company's success largely depends on "viral" communications - online and off - with members of law enforcement frustrated with current marketplace models.
"One interesting nuance is that law enforcement is a very fraternal organization, and word of mouth is a strong pattern of communications," Li said. "We've made no outgoing calls to recruit those [members]; they found us."
To aid word of mouth, the company created a user's group called the Carbon Council on its Web site, which Li says contains more than 1,300 members, including many law-enforcement officers and administrators.
Because the purchase of most law enforcement vehicles varies by locality, outreach for the campaign will include targeting a wide range of city and state organizations, Li said.
"This [could involve] every city, every municipality across the country," he added.
It will also leverage members of the company's advisory board to aid outreach, including former homeland security secretary Tom Ridge and former Rep. Lee Hamilton, who was also co-chair of the 9/11 Commission.
Carbon Motors hired Adfero in April to provide overall strategic messaging, media and consumer outreach, and event planning.