As the South African rugby team prepares for its Rugby World Cup final against England this weekend, the International Marketing Council (IMC) of South Africa has taken to the streets of London through the largest taxi livery campaign, booked through Taxi Media, in 2007.
Charged with creating a united and positive image of the country, the IMC has worked with Taxi Media, the UK’s leading taxi advertising company, and South African agency, The MediaShop, to produce striking creative with the strapline – Alive with possibility.
The IMC aims to establish a brand for South Africa (Brand South Africa), which positions the country in terms of its investment and credit worthiness, exports, tourism and international relations objectives.
To maximise brand impact through Taxi Media’s London cabs, liveried taxis were chosen to raise awareness on the street and support IMC’s PR activity at events such as the World Travel Market.
Taxi Media was also used by the IMC to provide a small number of branded taxis to transport VIPs to the Nelson Mandela statue unveiling in Parliament Square on 29 August and the SA wildlife ball for Born Free Foundation’ on June 15 2007.
Chief Executive of the International Marketing Council of South Africa, Yvonne Johnston said, “Our taxi campaign has been a resounding success for Brand South Africa. It has created a fun and vibrant awareness in a key market for us – the City of London. Our recognizable and distinctive flag is a wonderful moving billboard for the country.
“We find the medium affordable, exciting, flexible and highly visible. I particularly like the way we are able to use the taxis tactically – like driving them to Davos for the WEF, like driving our VIP’s to the Nelson Mandela unveiling in Parliament Square.”