Ride hailing app Uber is seeking to put recent traumas firmly in its rear-view mirror by conducting a massive advertising campaign in a bid to restore its reputation.
Up to $500m has been set aside for the campaign which forms part of a larger PR drive which has already begun a US roll-out with a personal pledge from chief executive Dara Khosrowshahi to build a better workplace culture for employees, drivers and passengers.
Addressing Uber’s failings head-on in one TV commercial Khosrowshahi said: “One of our core values as a company is to always do the right thing. And if there are times when we fall short, we commit to being open, taking responsibility for the problem, and fixing it.
“You’ve got my word that we’re charting an even better road for Uber and for those that rely on us every day.”
The overt push to build a ‘new Uber’ hasn’t met with universal approval however, with some staff warning that the grovelling nature of the campaign could be construed as an admission of guilt as opposed to remorse.
Such concerns are brushed aside by Khosrowshahi who is keen to draw a line under recent incidents and get itself back on the front foot for the first time in months.
In May alone Uber spashed out an estimated $10m on so-called 'apology' ads, highlighting the financial impact of corporate failings.