car 58: Website development, branding and social media

Services Provided:

  • Branding 
  • Website Development
  • Website Copy
  • Social Media (Facebook and Instagram)
  • Email Marketing


Jill Kirkpatrick and Tony Connor, a married couple from the DC-Metro area, joined the race of a lifetime: the Peking to Paris 2016 rally, driving and camping over 8,500 miles through 11 countries in their 1956 Porsche. This race, one of the most difficult in the world, involved two years of preparation and training to get Jill and Tony ready for the starting line.

The Need: 

Jill and Tony needed a website and blog developed so that they could chronicle their 36-day journey. In addition, they needed a promotional strategy that involved an email newsletter and social media channels, both to share their story with friends, family, and colleagues, and to raise awareness of the philanthropic causes they support.

The Solution:

The Good Lemon worked with Jill and Tony to develop a logo, brand colors, and website using the Squarespace CMS. We developed an editorial calendar of blog content, both pre-race and at the race start, to share the story of Jill and Tony’s preparation and chronicle their last few days before heading to China. Through Facebook, Instagram, and the email service TinyLetter, we built an audience to follow Jill and Tony’s journey in real-time. At first, friends and family signed up; over time, the audience expanded to rallygoers, Porsche collectors, and enthusiastic new fans. Additionally, we drafted and edited website, social media and email content, as well as trained Jill and Tony to use their Instagram and Facebook accounts to post live updates, photos, and videos while on the road.

In just over eight weeks, blog traffic hit an average of 2,500 visitors per week. The email list grew to over 350 subscribers, and social media posts reached 400 followers on Facebook and Instagram. Jill and Tony completed the race in Paris at Place Vendome on July 17, 2016.