Serving as the national PR agency of record for over three years, CooperKatz shepherded Zipcar, the world’s largest car sharing company, through one of the most critical phases in the young company’s evolution. Our multi-year, multi-pronged campaign had two core objectives: to position car sharing as a bold new sustainable business model distinct from car rental and to cement Zipcar as the definitive leader of this exciting new category.
Our team secured a host of major placements that called out key aspects of Zipcar’s growth and business model – including its commitment to offering consumers transportation alternatives to reduce their personal carbon footprints. This coverage included multiple cover stories in publications like The Wall Street Journal, The Boston Globe, The Washington Post, Fast Company, Inc. and The New York Times Magazine as well as a range of high-traffic online outlets. Media impressions from this outreach averaged 650 million per year. The strength of the CooperKatz team’s work on behalf of Zipcar was acknowledged with a Bronze SABRE Award for best media placement.
CooperKatz highlighted the environmentally responsible benefits of a Zipcar membership through the support and promotion of creative programs like the “Low-Car Diet.” This successful campaign targeted local media, bloggers and influencers in cities like Chicago, Seattle, Portland, Philadelphia and more. The Low-Car Diet challenged hundreds of residents in major Zipcar markets to hand over the keys to their personal cars and commit to living one month without the use of their personal vehicle. To meet their transportation needs, Low-Car Dieters utilized their Zipcar memberships in conjunction with public transportation, walking and biking. CooperKatz secured impressive media coverage of the Low-Car Diet, including a segment on the “NBC Nightly News,” a story in the New York Daily News and a spot on KCBS-AM San Francisco.