MEDIA CHOICE: David Banks, a columnist at the Daily Post in Newcastle, picks Newcastle Brown Ale's large-scale taxi activity

"You don't have to be a Geordie to love Newcastle Brown Ale - a point currently being driven home in Newcastle, with the largest-ever taxi campaign outside London. Walking down Grey Street last week, I was astonished to find nearly every cab in the city has gone Brown. Straplines on 80 cabs proudly proclaim the ale as 'America's favourite', 'Australia's favourite' and even 'China's favourite'. This Taxi Media campaign cleverly strikes a chord with Geordies who have always known that Newcastle is a world-class city, ale and all. But the campaign saves its best for the inside of the cab with tip seats carrying messages such as: 'Tens of thousands of pints were drunk in China last year (Must be the Year of the Dog!).' Ideal for targeting the revellers on the Bigg Market or the Quayside."

Client: Scottish Courage

Medium: 80 Taxi Media taxis

Media planning: Gail Skeoch at MediaVest

Media buying: Victoria Roos at Portland Outdoor

Creative: In-house

Brief: Celebrate the city's ownership of the beer, its pride in the

brand and recognise the appreciation Newcastle Brown enjoys in

international markets

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