Objective

A transformative opportunity with high stakes

Rivian’s planned $5 billion electric vehicle (EV) manufacturing facility in Georgia was more than an investment — it was a catalyst for economic growth, job creation and sustainability, set to bring 7,500 jobs and thousands more indirectly.

Yet public skepticism persisted, especially in rural areas, with concerns over land use, government incentives and long-term impact. The 2024 construction pause further fueled doubts about Rivian’s commitment, making trust-building essential.

Luckie’s role was to bridge the gap, building trust and support through a strategic digital narrative — crafting a seamless website experience, compelling videos, and engaging content that reinforced Rivian’s long-term vision for Georgia.

Strategy

Understanding Georgia’s people and policymakers

Research guided every strategic and messaging decision, with two key insights leading the way.

1. Jobs over EVs
Economic security resonated more than sustainability messaging.

2. Trust through transparency
Rural and older demographics needed clear, fact-based communication to address skepticism.

These insights shaped a strategy that prioritized economic benefits, direct engagement, and clarity to build trust and support.

A digital hub for trust, clarity and engagement

Proudly Made in Georgia launched as a digital-first platform to educate, inspire, and build public support for Rivian’s vision.

Designed as a central hub, ProudlyMadeInGeorgia.com provided economic impact insights, local storytelling, real-time updates, and fact-based transparency to address skepticism and strengthen community trust.

• Real-time updates
  Job listings, company progress and key developments
• Fact-based transparency
  Addressing skepticism with clear, direct messaging
• Local storytelling
  Imagery and video narratives that created a strong connection to Georgia’s culture
• Economic impact
  Job creation, infrastructure investment and local partnerships

Building connection through user experience
and storytelling

The user experience was designed to feel like a community hub, making navigation easy and engagement seamless. A clean, intuitive design ensured clarity and trust while guiding visitors through key topics.

Scalable for future updates, the platform kept the community informed, creating a smooth, welcoming space to explore Rivian’s vision for Georgia’s future.

The video narratives brought the vision to life, uniting local voices and insights to build trust

• The future starts here
  A data-driven, inspirational story that connects Rivian’s vision with the economic and workforce benefits it brings to Georgia.
• Our Georgia story
  A cinematic look at Rivian’s local impact and commitment, told through the voices of Georgia residents.

Results

Results | Building support

Through ProudlyMadeinGeorgia.com, Luckie helped Rivian successfully connect with the local community, fostering understanding and support
for its long-term investment in the state.

A survey conducted across the six counties surrounding the future Rivian site revealed overwhelming support for the new EV manufacturing facility.

• 70% supported Rivian’s investment, recognizing its economic and job-creating potential.
• 11% were unaware or neutral, highlighting the need for continued outreach and education.
• 9% opposed the project, reflecting a shift in sentiment as trust and understanding grew.

Alongside strong community backing, the campaign also generated positive media sentiment, with coverage highlighting Rivian’s commitment to job creation, sustainability and long-term investment in Georgia.

This momentum was further reinforced by broader support and a $6.6 billion loan from the Biden administration, providing a significant boost to the project and underscoring its importance to the state’s economic future.

Media