‘Be lucky’: Black cab start-up hails media opportunities

taxiBlack cab drivers might be obsessed with telling all and sundry who they have had in the back of their taxi but start-up firm CAB-E Media is attempting to get passengers to focus on what is on the outside, with the launch of a new livery advertising service.

Offering what it claims is a “fair-trade” model, CAB-E Media has been founded by Jayne Alexander. The  former marketing director at Virgin Management and owner of Mayfair based media agency Dovetail, has joined forces with along with Jack Dredge, a London cabbie and former owner of a Knowledge of London School.

The company is supporting consumer brand launches with fleets of branded black electric cabs for the spring/summer period when central London will host major events, including the King’s Coronation, the Chelsea Flower Show and Frieze Art Fair, while Royal Ascot and Wimbledon Tennis will take place in the suburbs.

Visit Britain has forecast that in 2023 41% of people visiting the UK will go to London – equal to more than 14 million people – while the Coronation weekend alone will see an estimated increase in visitor numbers of 3 million people.

CAB-E Media claims that in one week of a black cab circulating zones 1 and 2 they are seen by an audience of up to 850,000, 64% of which are City professionals. The company has already run campaigns for Dior, Harrods, Gleneagles and Ralph Lauren.

Jayne Alexander said: “London is preparing for its busiest spring and summer yet – the King’s Coronation alone will be one of the City’s momentous occasions so there is real opportunity for cabbies to capitalise on increase in visitor numbers.

“Black cabs, synonymous with the London landscape, are the perfect platform to advertise and to capitalise on this increased footfall, allowing brands to be seen among highly increased visitor numbers.”

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