The US company Superpedestrian, with its proprietary LINK e-scooters, is now present in more than 50 cities in eight countries. Since May 2021, the company has also been active in Vienna. In July 2021, we began using media relations to raise awareness and communicate the core messages continuously.
Client
Superpedestrian
Location
Vienna, Austria
Industry
Transport
Target audience
B2C
Services
- Content strategy
- Branding & positioning
- Public relations (PR)
- Copywriting
Geographic scope
International
Period
June 2021 – ongoing
Overview
Challenge
While other providers have been active on the Viennese market for longer, Superpedestrian only joined the Austrian capital relatively late. In addition, there are repeated reservations and sometimes critical media reports about e-scooter sharing in general, concerning road safety, the cityscape and its actual contribution to sustainable mobility.
Solution
We agreed a strategic direction on which content we would use for proactive public relations and which messages would be in focus. With press releases, interview placements and story placement, we were able to generate a large amount of positive editorial coverage in Viennese online and print media as well as on the radio within a short time.
Impact
Within three months, we achieved 23 editorial articles for Superpedestrian in Austria (focus on Vienna), including exclusive reports in the daily newspapers “Der Standard” and “Österreich” as well as articles on krone.at, heute.at, vienna.at, the radio station “Kronehit” and many more. Overall, the editorial coverage has an ad value of over €40,000 and potentially reached more than 12 million readers and radio listeners in Austria.