Driving Coverage for Turo
NBC Broadcast
People Feature Story
FOX Business Feature
Challenge
Turo, the world’s largest car-sharing marketplace, wanted to drive increased consumer and lifestyle coverage, with a goal of increasing customers and new cars on the platform. The company came to SourceCode Communications to drive media buzz and fuel lead generation efforts.
Solution
The SourceCode team hit the ground running by leveraging Turo’s customers to tell its brand story. The team focused on unique, newsworthy human interest stories including how two preschool sweethearts reunited and fell in love 15 years later to garner top-tier media interest. By tying the Turo narrative with timely seasonal hooks like Veteran’s Day, the team was able to showcase how veterans can turn their unused cars into cash and drive new customers to the brand.
Results
The team garnered a feature story in People, which resulted in the story being picked up by Inside Edition, Yahoo, and more. An NBC broadcast segment was syndicated more than 200 times to local affiliates nationally, drumming up significant media attention for Turo. By capitalizing on Veteran’s Day and identifying veterans who were using the platform to transition back to civilian life, a FOX Business feature was also secured. By using a customer with an exotic car, the team was able to drive home the narrative of why Turo is more valuable to consumers than car rental companies.
