carvana-03

carvana-02

PROJECT DESCRIPTION

Carvana, the nation’s leading online auto retailer and creator of the world’s first-ever fully-automated, coin-operated Car Vending Machine, was founded to disrupt one of the country’s oldest and most antiquated industries – automotive. To help lead its efforts, Carvana tapped Trevelino/Keller to handle its PR and social strategy focused on educating the media and consumers on its new way to buy a car. Starting in January 2013 with a local market focus in the Metro Atlanta area, T/K then helped Carvana rollout nationally in November of the same year. Utilizing a public relations strategy that involved local, trade and national media relations, event marketing and community awareness programming, Trevelino/Keller worked hand-in-hand with Carvana to host a launch event in Atlanta and a thank you to the community via a stunt that covered the cost of the tolls on the GA 400 Toll road for all morning and evening commuters in mid-2013. The launch of the concept, along with the first ever car vending machine, resulted in a strong media relations push that propelled Carvana into the national spotlight via media exposure on CNNMoney, Fortune Magazine, Fox Business, CNBC Power Pitch, Car and Driver, Yahoo! Finance and more. The brand’s flourishing reputation and national attention further led to the company being named America's 5th Most Promising Company by Forbes Magazine.