Client: Bolt Bikes (now Zoomo)
Country: Australia 🇦🇺
Project Type: One-off PR campaign
Focus: UK launch support
Year: 2019
Brief
Bolt Bikes, an Australian startup co-founded by ex-Deliveroo and Mobike execs, was preparing to enter the UK market with a bold offer: the world’s first commercial-grade e-bike subscription service built for delivery couriers. With the UK gig economy booming and the Ultra Low Emission Zone newly in effect, the moment was ripe—but so was the competition. Bolt needed to break through with a compelling story that highlighted their unique value: cleaner, faster, and courier-first.
Our Approach
We positioned Bolt not just as another micromobility startup, but as the infrastructure backbone for the gig economy. Our narrative focused on: tackling urban congestion and air pollution; boosting courier earnings by up to 30%; and providing a tech-enabled, maintenance-free fleet for last-mile delivery. We crafted a press release that underlined both the problem (toxic urban transport and poor courier support) and the solution (affordable, smart e-bikes with weekly or rent-to-own options). We also leveraged credibility from a recent £2.1M funding round and partnerships with Deliveroo and Stuart, ensuring media saw Bolt as both legitimate and scalable.
Results
The launch generated standout coverage across leading UK and mobility media, including:
- Sifted (Financial Times): Bolt Bikes launches e-bikes for couriers in the UK
- BBC: Featured Bolt in a broader startup leadership story during COVID
- Evening Standard: Highlighted Bolt’s role in the smart holiday delivery ecosystem
- CITTI Magazine, Intelligent Transport and Road.cc covered the launch and subscription model
- Many more, including local business publications
This early wave of press helped establish Bolt’s credibility in a new market, ahead of its rebrand to Zoomo and subsequent growth.
Why It Worked
By focusing on the courier-first approach, environmental relevance, and practical mobility needs, we helped Bolt own a unique position in a crowded sector. The UK media saw not just another e-bike company—but a serious player building the delivery infrastructure of the future.
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