opportunity

Chicco’s award-winning car seats are an embodiment of the brand’s mission to keep children safe. But the car seat is only one part of the child safety equation: equally critical is ensuring proper fit and secure installation and, as Chicco research found, both are confusing for parents. Chicco wanted to do more to help parents, particularly as research showed today’s families are spending more time in their cars – with young children riding in the back seat – propelled by a rise in family road trips, according to research by AAA.

approach

360PR+ created a “Road Trip Ready” campaign with Chicco in the driver’s seat, providing valuable resources to help get families ready for that next road trip! At the center of the campaign was a collaboration between Chicco and AAA, pairing Chicco’s expertise in car seat design with AAA’s in-depth research into family travel trends. We culled through the latest AAA research and worked with Chicco’s Certified Passenger Safety Technicians to develop a “Road Trip Ready Checklist,” available for free download on Chiccousa.com, where parents would also find a car seat selector and how-to videos to make finding and installing the right car seat for their child easy.

We timed our campaign to launch just ahead of the summer travel season and news cycle, pointing media to AAA’s July 4^th travel report and offering Chicco’s CPST for interview. We kept the media momentum going beyond the summer travel season, leveraging Baby Safety Month and Child Passenger Safety Week in September as timely pegs to cover Chicco’s tips and car seats. Campaign content was a perfect fit for social media too, with Chicco and AAA clubs across the US posting on their channels.

results

Our “Road Trip Ready” campaign delivered critical car seat safety information to parents, with 2.9 billion earned media and social impressions for the four-month campaign. Moreover, online mentions of Chicco increased by 35% in June-July and, as the campaign gained momentum, by more than 100% in August-September – driving to Chicco as a resource during September’s Baby Safety Month. Underscoring Chicco’s commitment to educating a new generation of parents about car seat safety, our “Road Trip Ready” campaign in partnership with AAA was recognized by the 2025 PRWeek Purpose Awards.