Uber celebrated its 10th anniversary in South Africa in 2023, with Irvine Partners tasked to organise an event to mark the occasion and change the unfavourable media narrative surrounding the brand. Despite market sentiment challenges, the event aimed for high-impact attendees and to generate buzz around Uber's milestone. Irvine Partners secured positive news coverage in tier 1 media outlets, resulting in 50 pieces of coverage. The event attracted close to 100 members of the media, influencers, and strategic partners. Immersive experiential zones showcased Uber's product innovation and safety measures, reinforcing its commitment to improvement. Thought leadership content highlighted Uber's core values and key themes, while one-on-one interviews with Uber executives provided an opportunity to address tough questions and discuss solutions.


  • Area

  • Technology
  • Year

  • 2023
  • Deliverables

  • Reputation, Risk Management, Publicity, Media Management, Communication Strategy

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