Premier Transportation

  • Ride the Roo
  • Ride the Roo
  • Ride the Roo side view
Whether developing, promoting or repositioning a brand, we consider every aspect: visual, practical, operational and emotional. This rebranded vehicle, Ride the Roo, is now a "regular" to Midtown Memphis.

Two of Memphis’s most attractive neighborhoods—for locals and visitors alike—became connected a year ago with a distinctive, funky, memorable transportation service called Ride the Roo.

Until September 2014, the revitalization of Overton Square and the vibrancy of Cooper-Young lacked an easy public transportation option that could stand out and be fun. In our city, where opting to drive individual cars and park instead of walking or taking public transportation is a way of life, standing out was certainly the key to a successful launch of this new service.

Premier Transportation Services CEO Ham Smythe IV came to RedRover in 2013 with a nugget of an idea for this service, which he knew his company was uniquely positioned to launch.

RedRover’s services included strategic planning—everything from naming and brand development to messaging for Roo’s debut—as well as creative direction over the vehicle’s unique fabrication and public relations to support launch.

You can Ride the Roo on Thursday, Friday and Saturday nights in Midtown, where it's still catching attention and adding to Memphis's reputation as a funky, fun city.

Premier Transportation

PR, Graphic Design


  • RedRover is very conscious about ensuring we get good value for our time with them. The team really listens to what I’m asking and gives me direct answers to direct questions. I like the results!

    Ham Smythe IV
    Premier Transportation Services