One year Campaign highlights the destination's attraction to Londoners and visitors
London, UK, 1 March 2016: Ten of London's iconic black cabs, displaying stunning imagery of the St. Kitts Scenic Railway, and with fully branded interior, have taken to the streets of Central London in a joint partnership with British Airways.
The Campaign, in conjunction with London Taxi Advertising, will run for 12 months in the UK, and build momentum and awareness of the destination to Londoners going about their daily commute and during major London events. Mass spectator events such as the Queen's 90th birthday celebrations and St. Patrick's Day celebrations in Trafalgar Square will ensure that the St. Kitts London Taxis will reach thousands of extra commuters during busy months of the year.
Supporting the Campaign is a series of activities designed to engage with Londoners and visitors to the Capital. A ‘Spot The Taxi' Competition will award spot prizes of St. Kitts goodies to Londoners who tweet a picture of the St. Kitts Taxi, while promotional creatives on interior tip-up seats allow passengers to use their smartphone to enter a competition to ‘Win a London Pass'. The Campaign also encourages travel to the destination via special holiday offers around key island events, such as the St. Kitts Music Festival, Restaurant Week and Cricket Fixtures.
Minister of Tourism, International Trade, Industry and Commerce, the Hon. Lindsay Grant, said, "We are very pleased to see the branded St. Kitts Taxi back on the streets of London and, more importantly, to note that there is a fully supportive campaign that effectively engages with the consumer for a whole year. The London black cab remains a distinctive symbol of London and as such is an ideal platform to raise the profile of St. Kitts to consumers, whether they be Londoners or visitors to the capital. We look forward to celebrating the first prize-winners and of course all new consumers who are encouraged to visit the destination through this campaign."
Paul Tremarco, sales director at London Taxi Advertising, added, "London Taxi Advertising is proud to launch the twelve month taxi branding campaign for St. Kitts, one of the most authentic spots in the Caribbean. We champion travel and tourism clients using such a powerful tool that easily ignites the public's interest in the destination. The vibrantly coloured taxis are sure to tempt Londoners away from the UK's unpredictable weather!"
About the Campaign
The St. Kitts Branded Taxi Campaign will run for 12 months and will be seen by over 1.4 million people each month with an average 125 passengers a day travelling in any one taxi for an average 25 minute ride. Complementing St. Kitts imagery on the outside, information about St. Kitts is highly visible inside on the interior ‘tip-up' seats, while taxi receipts will also feature St. Kitts branding. Supporting the Campaign are promotional initiatives including social media activities throughout the year.
To ensure a fully rounded Campaign, Taxi Drivers will play a key role as ambassadors for the destination, highlighting island experiences to passengers as they travel around London. St. Kitts will also host two Taxi Drivers during the early part of 2016 to ensure they become fully knowledgeable of the island for their passengers.
St. Kitts and Nevis is currently served twice-weekly on Saturday and Wednesday from London Gatwick by British Airways, the first scheduled carrier to provide regular airlift to the island.
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