Thursday, 16 October 2014

Addison Lee - The Calm In The Chaos?

As the battle of the city taxis heats up, Addison Lee - Europe's largest minicab firm, is using a digital and press campaign to position itself as the business-class taxi service.

The campaign is titled 'Calm In The Chaos'. A variety of designs all feature a couple travelling through the city streets in a bubble.

Under each headline is a perk of Addison Lee travel, such as; 'Our drivers are trained to leave you in peace' and 'Our prices are fixed the moment you book'. 

Just to ensure the message is fully embedded the strapline 'Go Business Class' is used under the Addison Lee branding. 

A modernised website has also been unveiled to coincide with the campaign launch.

What are your thoughts on the campaign? 

Monday, 28 July 2014

Why choose Taxi Advertising?

With such an expanse of advertising formats to choose from, why is it that taxi advertising is such a popular option?

Thousands of brands are choosing to regularly place their brand on the country’s taxis. Here’s an insight to why being on a taxi is the place to be seen…

Taxis are an iconic part of cityscapes, acting as the go-to option of travel for visitors to a city.
- In London alone, over 38 million cab rides are taken around London every year.

Acting as a mobile billboard, taxi advertising has the power to travel far and reach many. Not limited by route or location, taxis take a brand far and wide.
- The average London taxi travels 126 miles every day.

Taxi advertising is memorable. People waiting to cross the road, travellers stuck in traffic, people passing a taxi rank – all are valuable consumers who are proven to absorb and engage with brands who advertise on taxis. Whether a simple superside design or striking full livery wrap, taxi advertising gets you noticed.
- 81% of ABC1s spontaneously recalled seeing a brand on a cab.

Taxi advertising can get you where you want to go. There aren’t many other ways of getting your brand stationed outside a prestigious hotel or directly in front of audiences leaving a West End theatre.

The option for interior advertising allows you to reinforce your brand and create more of a direct impact with audiences inside the cab. The private space of a taxi interior allows brands to engage 1 on 1 with customers. Including websites and QR codes is also a fantastic addition that can often be wasted when used on other formats.
- More than 60 % of passengers use their phone whilst travelling in a cab.

For more information, contact one of our taxi advertising specialists.  

Thursday, 10 July 2014

Card Payments to be accepted in London's Black Cabs within Two Years

We live in a society where shoppers' faces fall aghast when unable to pay by card in a shop. Contactless card payments are becoming the norm, and gone are the days of spare change - people now don't blink at popping a packet of chewing gum on the debit card.

However the capital's black cabs haven't quite caught up. Until now. Transport for London is wanting to launch a consultation on making the acceptance of card payments compulsory by 2016. This gives cab drivers just two years to get on board. Currently, around half of the city's cabs do not have the facility to accept card payments and many drivers are opposed to the idea due to the cost of installing card readers. 88% of cab users on the other hand, want card payment as an option.

The argument goes that allowing card payments would not only be more convenient for the city's travellers (having to detour to a cash point is never fun), but also safer in protecting drivers and passengers from cash robbers.

The move has already been made in New York, with the fitting of card machines has been compulsory since 2008.

Leon Daniels, TfL’s Managing Director of Surface Transport, said: "We are exploring a proposal to make this a mandatory requirement across the entire taxi fleet from 2016. The proposal would also see card transaction fees considered when we calculate overall taxis fares - meaning that passengers would pay the same fare regardless of how they chose to pay. The proposal will be discussed at the TfL Board in September and would be subject to a public consultation.”

If the proposal is agreed, this will be a step further for cashless transport in London after buses went cash free earlier this week.

Friday, 11 April 2014

Year of the Hailo: Booming Taxi App Expands Across the Globe

Gary Jackson, left, and Ron Zeghibe, co-founders of Hailo, in a London taxi cab. The London-born Taxi App Hailo is proving its grounding as the app for cab drivers, after spreading to thirteen countries across three continents.

What started out as the meeting of six cabbies in a central London cafe trying to improve the lot of the average cabbie, has now developed into a company that has raised more than £55m in three years.

The concept of the app is simple - working by using the app to hail a nearby taxi, and allowing users to pay by credit card via pre-stored information. What makes the app different, is the benefit it also provides for cab drivers.

Co-founder Ron Zeghibe explains: "We were the eighth app to launch in London. Addison Lee had [had] an app for two years. You had Kabbee and GetTaxi [among others]. All these guys had a headstart and should have been able to get the market share.
"The problem, I think, was that most of them looked at getting the customers. We flipped that on its head. With the help of these guys on the inside we realised that what it is really about is building the loyalty [of] the driver base".

Drivers pay 10% of the cost of the job when they pick up a customer, while the app got rid of additional costs such as "run-in" fees (charged from when a driver takes the booking) to market black cabs as being value for money. Credit-card facilities were also included and a social networking function and accounting features were added to show which areas are busy, and how much has been earned. 

Putting the focus on cab drivers has obviously worked, with 14,000 drivers signed up in London and an impressive 50,000 internationally. Hailo now has plans to open in six more cities this year.

Tuesday, 12 November 2013

Toyota gives Japanese taxis a taste of London

JPN Taxi Concept
JPN Taxi Concept Japanese automobile brand Toyota have developed a next generation rival to London's iconic black cab, with their JPN Taxi Concept about to receive its public debut at the Tokyo Motor Show on the 20th November.

The environmentally astute LPG hybrid vehicle has been designed to integrate easily with dense urban traffic, also enhancing passenger comfort with a low floor and electric sliding door. Catering for 5 passengers, the innovative taxi will also be fitted with in-car screens displaying route and fare information.

The JPN Taxi Concept washes existing Japanese taxi design with elements of the London black cab, taking into account the Japanese government's initiative to make vehicles and buildings more accessible for disabled pedestrians and children. 

Monday, 14 October 2013

Perth gets the Cream of the Taxi Crop

White Cabs - PerthLondoners might be used to seeing their black cabs covered in every colour under the sun, as the city continually plays host to fleets of fully branded taxis

However, those living 9,000 miles away in the West Australian city of Perth are about to enjoy the arrival of special white cabs, designed to tolerate warmer climates.

Just under 100 ex-demonstration TX4 taxis have arrived in Perth, marking the beginning of a 4-year trial. Coventry's London Taxi Company are responsible for the production and shipping of these sun-seeking taxis, having been bought out of administration earlier this year by Chinese company Geely.

Fitted with an enhanced ventilation system and painted to avoid absorbing heat, if this initial taxi run is a success then they will also be introduced to the South East state of Victoria. CEO of the London Taxi Company's Australian operations, Evan Simeon, described the response as already being "phenomenal", with one operator in the city seeing a "stampede of drivers who want to be the first ones to buy a cab and partake in the trial".

Simeon continued to say:
"We’ve had a lot of positive interest from ex-pats, both prospective customers and drivers; what has been especially gratifying are the offers from ex-pat London Taxi drivers who not only want to buy one, but have also offered their services to train our Australian drivers on everything from the service to vehicle operation."

As the TX4 is the only vehicle in the world created solely for use as a taxi, they will allow drivers to add 4 more years to the lifespan of their current converted sedans, which are limited to 6 years. The cost of a TX4 is around 55,000 Australian dollars, but Simeon explains how
"drivers will receive a government-funded package, which in return for vehicle and usage data, will see them reimbursed for the normal weekly licence fee of AUS$200 for the first four years of ownership. This basically means that they will recoup most of the total cost of the vehicle."

Thursday, 3 October 2013

The Death of Rooftop Taxi Advertising

Taxi of Tomorrow - New YorkNew York's streets may never look the same again, as Mayor Michael Bloomberg pursues his plan to replace existing cabs with the 'Taxi of Tomorrow' by 2018, thus driving the iconic rooftop advertising format to extinction.

Manufactured by Nissan, the new taxi model boasts an ad-free roof, which will mean that the 9,000 cabs currently sporting rooftop marketing will no longer be able to generate custom for their advertiser; companies dedicated to rooftop advertising will be out of business; fleet owners will no longer receive earnings from the platform.

Cab drivers will be required to purchase the Taxi of Tomorrow upon expiration of their existing lease, with Mayor Bloomberg hoping to have the new vehicle rolled out citywide to replace around 13,000 New York taxis within 5 years. The Nissan NV-200, flat-roofed taxi comes complete with a "low annoyance" hirn and extra legroom; however, drivers that pay $50 a year to the Taxi and Limo Commission for their rooftop advertising permit will no longer gain their welcome $100-per-month in revenue.

Ethen Gerber, executive director at the Greater New York Taxi Association, pointed out that the cash returned to them through displaying these adverts has meant frozen taxi prices for passengers for 12 years - if this is taken out of the equation, the GNYTA will be under "enormous pressure" to make up this lost revenue.