Client Profile

To reinforce its safety image with the public, Volvo created a futuristic (non-drivable) safety concept car – its first in 25 years. Packed with new technology, the vehicle was the centerpiece of a highly successful six-city broadcast media tour conducted by CooperKatz.


A year later, Volvo developed a drivable version of the concept car with high-tech safety features, such as a sensor that detected the driver’s eye-level and optimally adjusted the seat, pedals and controls, and video cameras embedded in the door mirrors that alerted the driver to approaching cars in the blind spot. Volvo again asked CooperKatz to manage a broadcast media tour in six key U.S. markets.


For both of these assignments, CooperKatz identified and negotiated all venues, created detailed media materials and maximized human interest by selecting unusual locations (e.g., the San Francisco Museum of Modern Art, the Los Angeles Petersen Automotive Museum and the Seattle Pacific Science Center) and by inviting school children to learn about auto safety from Volvo’s experts.


Prominent stories appeared on local TV stations and in newspapers in all six markets. Beyond this coverage, a CooperKatz-distributed b-roll package aired 300 times across the U.S. – including placements on CNN, CBS and FOX News – reaching an audience of over 33 million.


Our work with Volvo was honored with a PR Week Award for Best Use of Broadcast.