AUSTIN, TX: Car sharing service Car2go, a subsidiary of Mercedes-Benz maker Daimler, has appointed GCK Partners its PR AOR for North America following an RFP.
Car2go sought a PR agency to help tell the brand's story since it has grown over the last three years from a pilot program to a national business operating in nine cities, said Katie Stafford, corporate communications manager at Car2go North America, via email. The company selected GCK because of its “expertise in national lifestyle PR and brand communications,” she said.
Stafford declined to disclose the terms of the contract or the budget.
“We have an amazing story to tell – a story that represents a shift in the way people move around cities and the new technologies and transportation options that allow them to do so,” Stafford said.
With a team of four staffers working on the account, GCK will reach out to print, broadcast, and online media, said agency partner Scott Cooke. The firm will also engage bloggers on a local level for grassroots events, he added.
“I would like to see car sharing in every city in the US and make it as popular as bike sharing, so my goal is to get national press for them and recognition in more cities,” Cooke said.
In addition to media relations and brand communications, GCK will work on thought leadership for Car2go and arrange for senior executives to attend conferences. The agency will aim to “have the CEO as a mouthpiece for collaborative consumption and innovation in technology,” Cooke said.
Car2go also works with advertising and PR firm EnviroMedia, its marketing AOR since 2011. EnviroMedia focuses on marketing and launch events, advertising and creative work, and local market PR support for the company.