Dinkum passenger_lifestyle

DinkumRide is the rideshare app with a difference: it’s the only app built by Australians, for Australians. With DinkumRide, Australia finally has a rideshare company that puts people before profit, gives its drivers a fair go, and puts safety first.

Since launching in Perth in late 2020, DinkumRide has been focussed on its mission to put people first, with 10% of the company’s profit pledged to charities working on homelessness across Australia. 


The challenge for DinkumRide was to cut through the noise created by the current rideshare app market and position the brand as a real alternative to the existing competition. We focussed on the business’ commitment to fairness and transparency, along with the potential positive impact an Australian-owned rideshare brand would have on the country’s economy. 

DinkumRide’s story was shared nationally, which created a creative challenge when creating assets and photos that could be used in publications around the country, from Perth to Sydney and Melbourne.


Within hours of publication within the major newspapers, DinkumRide’s driver list expanded exponentially, driver waiting lists were formed for other Australian cities, and there was a huge increase in both website traffic and passenger use. We achieved coverage in:

  • WA Today
  • Sydney Morning Herald
  • The Age 
  • Brisbane Times
  • Australian Online News
  • The World News
  • Scene.com.au
  • Indusage
  • What’s On Australia
  • CMO Australia

DinkumRide initially hired Pure Public Relations for a short term launch campaign, but were so pleased with our work that they are now a long-term client.

Popular Searches Hide Searches