Addison Lee campaign highlights business-class status

Addison Lee positions itself as the business-class taxi service in a new campaign designed to separate the company from rivals, including Uber.

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The outdoor, digital and press campaign, which was created by Albion, is called 'Calm In The Chaos'.

It shows a couple travelling through London in a bubble and features headlines boasting that the company’s drivers "are trained to leave you in peace", and that Addison Lee can offer fixed prices upon booking.

The campaign is Albion’s first for the brand since winning the account in March after a competitive pitch.

The work was written by George Morgan and shot by Doug Fisher through Making Pictures. Unique Digital handled the media planning and buying.

Earlier this year, Addison Lee hired Nick Constantinou, the former chief executive of Collective London, as its head of marketing and product innovation in response to competition from Taxi apps Uber and Hailo.

Peter Boucher, the chief operating officer at Addison Lee, said: "Addison Lee has built a successful brand in London with little marketing support and hasn’t historically used agencies. To help fuel the next stage of growth, we were keen to partner with Albion to unlock growth and develop our strategic services."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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