Lyft: Launching Major Rideshare Service into Canadian Market

Contracted by Lyft's co-founders to launch the ride-hailing platform into Toronto and GTA, their first market outside the US.

Toronto/GTA market is 4th largest in NA and Lyft's first outside USA

Quick Summary

Lyft's co-founders reached out based on my previous work launching Hailo and wanted a similar playbook applied to their Toronto/GTA launch.

• 7,000+ passengers with credit card at average COCA under $13.00 CAD

• 1,200+ drivers onboarded, exceeding critical mass for scaling operations

• 8M+ positive brand impressions

• Agreements signed with 6 key locations and 12 major events

All delivered on a tight 3-month contract that exceeded expectations.

A diversity of channels were applied to the launch, including outdoor and community radio

Context: Major Rideshare Service Launch

Lyft is a leading ride-hailing platform based in San Francisco. I was contacted directly by Lyft's co-founders who appreciated my work launching Hailo and wanted to apply a similar playbook to their Toronto/GTA launch, their first non-US city.

The engagement was a tight 3-month contract focused on getting both sides of the marketplace to critical mass.

Driver's first: My experience had taught that supply powers the growth flywheel. Driver events, giveaways, and ambassadors all contributed to success.

Objectives

• Successfully launch Lyft North America's 4th largest metro market.

• Onboard a critical mass of drivers.

• Seed the marketplace with a critical mass of registered passengers.

• Grow passenger signups (with credit card) at COCA < $15.00 CAD

Driver activations at 30+ local restaurant partners was critical to building critical mass

Approach

• Collaborate with Country Manager, San Francisco team, and local interns.

• Plan and execute concise supply-side (driver) activations.

• Spearhead demand-side (passenger) integrated marketing campaigns.

The official driver launch event was a huge success

Deliverables

• Recruited driver ambassadors

• Organized 30 driver recruitment events with key restaurant partners

• Booked interviews on community radio to reach drivers in-language

• Sponsored major local licensed events for passenger activations

• Signed sponsorship deals with 4 key location partners (Distillery District, Evergreen Brickworks, Stackt, Bentway) and 12 major events

• Invested in tactical paid media including local social and outdoor

• Executed on-site activations at major licensed events (e.g. Beerfest, Pride, Buskerfest, Ribfest, university welcome weeks)

Sponsoring major events for on-site activations was a major passenger signup channel

Results

• 7,000+ passengers with credit card at average COCA under $13.00

• 1,200+ drivers onboarded, exceeding critical mass for scaling operations

• Signed agreements with 6 key locations and 12 major events

• 8M+ positive brand impressions

I negotiated partner agreements with 6 landmark location, including the first ever such agreement at the Distillery District. Similar deals were executed with Evergreen Brickworks, Stackt Market, and The Bentway.

About Chris McLellan

Chris McLellan is an AI-forward marketing professional with 15+ years' experience helping startups and scaleups grow. As a certified Chartered Marketer, he has delivered 50+ launch campaigns for companies backed by leading investors including Sequoia Capital, Union Square Ventures, and Sir Richard Branson.

Chris is a member of the National AI Committee at the Canadian Marketing Association, Founder and volunteer producer at Ask AI, a nonprofit AI focused on AI and the future of work, and co-author and Technical Lead of the Data Collaboration Framework, a Canadian international standard in data ownerships and digital innovation.