PR
Tommy’s Express
Bringing local perspective to national brands: Tommy’s Express Car Wash’s first Alaska location
Introduction - The Why
When Tommy’s Express Car Wash launched its first location in Alaska, the goal was not only about the bottom line but about building meaningful community connections. With decades of experience supporting national brands’ entry into Alaska markets, T&C was the perfect partner.
Once T&C got to know the Tommy’s Express brand, the agency worked to pair its values and goals with meaningful local partnerships. Anchorage is home to a large population of active-duty service members and veterans, and this connection was especially meaningful as the first Alaska location’s general manager is a veteran and one of the co-owners, along with his wife, are active-duty U.S. Air Force members. Also of critical importance would be honoring the region’s cultural identity. T&C worked to engage an Indigenous mural artist to bring local culture into the new site in a fun and creative way.
The Approach
Grand opening activities were designed around two primary objectives:
Introduce Tommy’s Express in Anchorage with a high-visibility, community-first event.
Build long-term goodwill with the community to reach TommyClub membership.
Leading up to the opening, the agency planned events, partnered with influencers and community leaders to increase awareness, and wove in local culture through it all. We supported Tommy’s Express with big-picture awareness tactics as well as event marketing that drove people to the site.
Tactics & Execution
Community-centered launch
Partnership with the Armed Services YMCA, donating proceeds from a Nonprofit Day directly to support military families.
Commissioning and holding an unveiling of Indigenous artist Crystal Jackson’s original mural, embedding cultural significance into the event.
Special promotions with local flair, including a giveaway on 907 Day for the 907th car, a social media sweepstakes for an Alaska-fied prize package, plus a raffle for a children’s rideable airplane to tie in to Alaska’s Air Force ties.
Multi-channel communication
Live radio broadcasts and on-site promotions drove awareness and traffic.
Press releases and resulting coverage with local outlets amplified community visibility.
Organic social media campaigns and cross-promotion with YMCA Armed Services showcased impact and encouraged participation.
Branded giveaways, like stuffed moose in Tommy’s Express t-shirts and prints of Crystal Jackson’s original mural, extended reach beyond the event.
Results & Conclusion
Tommy’s Express’ entry into the Alaska market achieved all objectives and built lasting goodwill in the community. High event attendance, widespread community engagement, and local media coverage positioned Tommy’s as a trusted partner from day one.
Short-term goals met included grand opening weekend’s Nonprofit Day raising $3,200 for YMCA programs, delivering immediate support to military families. For long-term business goals, Tommy’s Express met and now exceeds its membership goals in the market.
Take it from our client! ”As we were bringing a new business model to Anchorage, I knew we needed a firm that understood the unique aspects of the market and could help us tell our story in a way that would resonate with the local community. Thompson & Co. brought all that to the table and more. They thoughtfully helped us plan out every aspect of our introduction to the market, from organizing grand opening events that made a statement about who we are to helping us form meaningful community partnerships with local organizations whose core values and missions aligned perfectly with our own. All of this combined to help make our first year in business in a new market one of our most successful company-wide. The Thompson & Co. team was an integral part of that success.”
