Case Study: Launching Alto into the LA Market

Joseph Alexander, Founder & CEO of The Uptown Agency.

Written By:

Joseph is the CEO of The Uptown Agency and has expertise across industries and disciplines including branding, marketing, and venture capital. He has worked with hundreds of top brands, challenger brands, and startups, including Keurig Dr Pepper, JP Morgan, and Alto.

Jan 5 2021

Alto Car In Malibu

When Texas-based rideshare startup Alto set its sights on Los Angeles, The Uptown Agency orchestrated a comprehensive launch strategy to introduce the 'safer' ride-hailing service in this competitive market. Alto, known for its employee-based model and stringent safety measures, needed to distinguish itself from giants like Uber and Lyft, especially during the pandemic. The Uptown Agency handled all facets of the launch, including digital marketing, strategy, photography, video production, out-of-home (OOH) advertising, and media planning and buying.

The campaign emphasized Alto’s unique value propositions: an employee driver model, rigorous background checks, HEPA cabin air filters, and frequent vehicle disinfections. These elements were highlighted across various media channels, reinforcing Alto’s commitment to safety and reliability. The launch successfully positioned Alto as a premium, safer alternative in the LA rideshare market, attracting both cautious consumers and conscientious drivers.

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What we did.

Brand Messaging

Brand Design



Web Design

Marketing Strategy

Digital Advertisment

Traditional Advertisment

Graphic Design

Alto Car with Passenger in Red Dress Exiting VehicleAlto Driver Standing Next to Vehicle