Nearly a decade of Strategic Communications, Reputation Management and Mobility Leadership in Portugal (together with The Square)

CONTEXT
Since its entry into the Portuguese market, Bolt has evolved from a ride-hailing challenger into one of the country’s most recognisable mobility platforms, expanding its services and becoming an important player in the transformation of urban transportation.
For nearly a decade, The Square has accompanied Bolt throughout this journey, providing integrated communications support across public relations, events, crisis management and research-driven initiatives.
Operating in a highly competitive and regulated sector, Bolt required a long-term communications partner capable of supporting its growth, building relationships with national media and key stakeholders, and strengthening its positioning as an innovative, accessible and increasingly sustainable mobility brand.

CHALLENGE
The challenge was to build and protect Bolt’s reputation in a rapidly evolving mobility landscape, balancing proactive brand communications with the management of complex and often sensitive public debates.
This required a comprehensive strategy combining ongoing media relations, corporate announcements, spokesperson positioning, strategic events and crisis communications, particularly around TVDE regulation, driver working conditions, passenger safety, competition and the broader impact of mobility platforms on Portuguese cities.
Beyond responding to reputational challenges, the strategy focused on creating opportunities for Bolt to lead conversations about the future of mobility. Initiatives such as Mobility Day by Bolt, alongside research developed in partnership with Universidade Católica Portuguesa, aimed to bring together industry stakeholders, generate relevant insights into mobility behaviours and reinforce the company’s contribution to evidence-based discussions on urban transportation.

IMPACT
The long-standing communications partnership has supported Bolt’s evolution into a highly visible and established mobility brand in Portugal, combining sustained media engagement with strategic reputation management. Through proactive storytelling, corporate milestones, stakeholder initiatives and ongoing media relations, the communications approach has helped reinforce Bolt’s relevance in the national mobility ecosystem.
Crisis and issues management have provided strategic support in navigating sensitive regulatory, operational and reputational matters, while events such as Mobility Day by Bolt have created opportunities to engage stakeholders and promote discussion around the future of transportation. Research initiatives developed with Universidade Católica Portuguesa have added an evidence-based dimension to the communications strategy, creating opportunities for media coverage and positioning Bolt as an active contributor to the national mobility debate.
Together, these efforts illustrate the value of an integrated, long-term communications partnership in supporting brand growth, managing reputational complexity and strengthening Bolt’s role in shaping the future of mobility in Portugal.