Agency: Clear Channel/Taxi Media
Client: Rugby Football UnionThe Rugby Football Union (RFU) is promoting the Emirates Airline London Sevens tournament across the Capital using a Sevens-branded London taxi on the streets.
It’s being backed with taxis filled with rugby balls for PR opportunities at selected locations such as Victoria Station and Twickenham Rugby Ground. The Sevens taxi was chosen by the RFU as the perfect medium for the strapline – “The whole world’s coming to Twickenham”, due to the striking ‘London’ association of the traditional taxi.
RFU Sales and Marketing Manager, Tom Hill said “As the theme of our campaign was ‘the whole worlds coming to Twickenham’ we chose the black cab as a well known symbol of London – the two were a perfect match.The black cab also provided the perfect medium to run our promotional competitions through - it was extremely eye catching and proved a great success.”
Taxi Media, a division of Clear Channel Outdoor UK, also set the liveried taxi outside Twickenham last Sunday (20 May) to gain maximum exposure in front of 82,000 attendees at the Heineken Cup Final between Leicester and Wasps.
The RFU and Taxi Media have also partnered with Sport Magazine, distributed free to Londoners every Friday.
Readers of Sport can earn themselves a free ride as part of ‘Free Friday’ this week (May 25) when they can redeem a voucher for a free taxi ride between 7:00am and 7:00pm