The founder of JoyRide, Blair Cornell, created the exclusive car club for kids with special needs as a way to honor his son, Carter, who was born with a rare brain malformation. Blair and Carter both share a love for cars and JoyRide events let kids trade the worry of doctor’s visits and medication for a ride in high-end, one-of-a-kind cars. Hundreds of people planned to attend JoyRide’s inaugural event and Holsapple Communications was charged with garnering media attention. Press releases, targeted media pitching and relationship building with local journalists resulted in coverage from two local television stations and the local newspaper. JoyRide has since been promoted on a national media platform by Forbes.