The Stakes

Uber faced regulatory barriers and opposition from numerous municipal and state agencies. These included Taxi Commissions, Departments of Transportation and Departments of Insurance and Public Utility Commissions. Resistance also came from mayors, governors, state legislators and city council members who have long-standing relationships with the taxi industry.

The Process

In July 2015, NYC attempted to severely restrict Uber’s ability to grow by capping the number of vehicles allowed on the streets. This presented a threat to Uber’s largest market, and Tusk was brought in to directly lead efforts to defeat the legislation in a multi-faceted campaign. Tusk directed earned media efforts, launched a multi-million dollar advertising blitz and rallied users via targeted advertising (even within the Uber app itself). We also engaged natural allies from the technology world, leveraged the fractious relationship between the Mayor and other city and state elected officials and secured additional pressure from officials normally allied with City Hall.

The Conclusion

With the help of Tusk’s team of government, political and regulator experts, Uber went from operating only in San Francisco to launching multi-pronged campaigns in key markets around the country including New York City, Chicago, Philadelphia, D.C., Miami, Las Vegas, Denver, Houston and Los Angeles