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