Taxi Media flags down cabs to fuel South African tourism

The South African Tourist Board (Satour) has teamed up with Taxi Media to use London’s cab drivers as a visual and aural advertising device.

The South African Tourist Board (Satour) has teamed up with Taxi

Media to use London’s cab drivers as a visual and aural advertising

device.



Satour has paid for 40 liveried taxis to be decorated with the South

African flag and driven around the capital for one year.



More unusually, in conjunction with South African Airlines, Satour is

sending every one of the cab drivers involved in the scheme to South

Africa to sample the country first-hand.



Satour is hoping the week-long trip will give the cabbies enthusiasm for

the country’s beaches, scenery and wildlife, which they will then pass

on by word of mouth to their captive audience.



Satour’s deputy director Basil van Blommestein said: ’We wanted to get

the most from our taxis and so decided to use the drivers to fly the

flag for South Africa. They will hopefully become an effective

mouth-piece for the country.’



Drivers are being flown to South Africa in two groups over the next few

weeks.



Taxi Media has used this marketing tactic before, most famously when it

briefed cab drivers to talk to their customers about the Financial

Times’ coverage of the Budget earlier this year. Other advertisers

include United Airlines, French Connection and Chanel.



Taxi Media has a team of ten sales people who sell advertising on taxis

as well as in phone boxes for the Phone Sites arm of the company.



Topics

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content