Turo Makes Canadian Dreams Come True with the Introduction of the Turo SK8

Turo, Canada’s largest car-sharing platform, not only focuses on bringing an accessible and convenient experience to all of its users, but also prides itself on its unique selection of vehicles across the country. To take this mission a step further, Turo launches one of the most Canadian campaigns ever by introducing the Turo SK8 - a mini professional ice resurfacing machine built for the many backyard and community rinks across Canada. The Turo SK8, which was made in Canada by Porta Ice Ltd, officially launches today with bookings available in the Toronto area through the Turo app or website.

“Whether it’s a spacious SUV to hit the slopes or the latest EV to experience a longer test drive, or, now, a resurfacer that turns your backyard into a professional ice rink, Turo offers an unparalleled selection of vehicles available to Canadians.” says Cedric Mathieu, vice president and head of Turo in Canada. “Turo is proud to make transportation more fun and accessible in over 700 cities across Canada and we are thrilled to offer local communities a truly unique experience by introducing the Turo SK8, a first of its kind on our platform.” 

Working with agency partner No Fixed Address, Turo introduced the Turo SK8 to its platform by taking inspiration from a luxury car launch - the smooth lines, the curve of the machine of an *ahem*... ice resurfacer? To drive awareness for Turo across the country, NFA developed a PR-led integrated campaign that kicked off on January 30 with a teaser before officially launching on February 1st. The teaser stunt saw the Turo SK8 ‘host’, and 2022 Canadian athlete of the year, Marie-Philip Poulin, partnered up with hockey content creators On The Bench, driving the ice resurfacer through the crowded streets of Toronto in search of ice to skim. Once launched, the campaign was driven primarily through PR and supported by influencer partnerships, paid and owned social featuring a hero OLV. 

“With the goal of breaking through in a truly Canadian way, our team took their inspiration from the fact that Canada is home to the most ice hockey rinks worldwide, which does not take into account the countless backyard or local rinks that so many of us can remember,” says NFA. “With Turo being all about accessibility and convenience, putting an ice resurfacer on the platform allowed us to lean into these brand values in a unique way and provide backyard rink keepers with a unique experience to give their rinks that professional ice feeling.” 

The Turo SK8 will be available to book for the price of $29, a tribute to Marie-Philip’s jersey number, and for each time the SK8 is booked, Turo will donate and match all proceeds to KidSport, a charity that supports children who need financial assistance with sport registration fees and equipment costs. 

The campaign, inclusive of strategy, creative, and influencer relations was developed and executed by agency partner No Fixed Address. Public relations for the campaign was also led by No Fixed Address in partnership with Turo and North Strategic.