About Valera Global
Valera Global is the premier provider of executive transportation solutions, taking ground transportation to a new level of luxury. Serving the New York metropolitan area, major U.S. cities and European destinations, Valera Global drives Fortune 500 executives from a diverse array of industries.
Challenge
Coming off of a successful rebranding effort, Valera Global needed a public relations program to communicate its new persona, both inside its industry and among prospective clients. The company's executive team wanted to be mentioned in the same breath as some of the large players in its market, so a well-conceived thought leadership platform was needed. Equally important was identifying a way to differentiate Valera's services among the many other transportation options for executives and meeting planners.
Solution
We seized upon Valera's decision to join the Chicago Climate Exchange and offset 100% of the company's carbon emissions. As the first transportation service provider to join the exchange, we secured coverage for Valera in the form of feature stories and byline articles, including a dedicated column in the automotive section of the Washington Post's Sunday edition.
We also identified Valera's chauffeur safety, training and employee retention programs as differentiators in their marketplace. Two unique employee retention initiatives, the annual awards banquet and the company's corporate soccer team, led to high-profile coverage in The New Yorker and The New York Times.
Results
Green Initiatives Coverage:
- Limousines Stretching Toward Greener Times, Washington Post
- Forget the Environment Say the 'Never Greens', Brandweek
- The Greening of an Industry, Plan Your Meetings
- Are Hybrids Worthwhile on Limo Fleets?, Limo Broker
- Executive Transportation Company Takes First Steps to Go Green, Going Green: Case Studies in Outstanding Green Business Practices
- Valera Global Commits to Chicago Climate Exchange, LCT Magazine
Safety & Training Coverage:
- Safety Incentives: 55 Saves Lives, Incentive Magazine
- Stellar Safety Record is No Accident for Limo Company, Best Practices in HR
- Valera Global Holds Driver Orientation Classes, Black Car News
- Motivating Safety, Driving Today
- On the Road Again, Corporate & Incentive Travel
Employee Retention Program Coverage:
- From Many Nations, One Soccer Team, The New York Times
- Step on It, The New Yorker
- The Magic of Morale, LCT Magazine
Along with our ongoing public relations program, we have helped Valera with many marketing projects during the course of our relationship. To learn more about any of these initiatives, contact us.
