British fashion label Aquascutum has teamed up with taxi advertising specialist Ubiquitous to make a splash on London cabs during February. The creative outdoor campaign has been designed to increase awareness and drive footfall to Aquascutum’s store on Great Marlborough Street in the heart of Soho. The unveiling of the elegant branded taxis was timed to coincide with London Fashion Week in order to capitalise on the international crowds drawn to the capital for the world renowned event. Building on its current customer base, Aquascutum’s wider Spring/Summer marketing activity also includes digital advertising to introduce a younger audience to the British heritage brand.

Elise Hamer, Marketing & PR Executive for Aquascutum, commented, “During Fashion Week season, London has its moment in the spotlight and attracts style advocates from across the world. Promoting our latest collection on a globally recognised icon – the British taxi – was a natural choice, particularly given Aquascutum’s 163 year history in Britain. Not only do taxis travel across the entire city, but they also provide us with a perfect blank canvas to bedeck with eye-catching visuals of this season’s campaign.”

Andrew Barnett, Managing Director, Ubiquitous said, “London is unquestionably one of the fashion capitals of the world, attracting huge crowds of both domestic and overseas visitors during London Fashion Week. Timing advertising campaigns to reach this influx of potential customers is a great way to maximise brand exposure. Taxis are a great vehicle for positioning brands as being exciting, creative and British, while driving shoppers on the streets of London towards Aquascutum’s retail store.”

Adding a side of panache to their street style, passengers of the taxis will be transported to their destination in quintessential British fashion. As a memento for travelling with Aquascutum, they will be presented with printed receipts at the end of their journey stamped with the brand’s Spring Summer ’14 campaign imagery. Londoners are invited to spot these chic cabs for the remainder of the month and post snaps of them with the hashtag #AquaTaxi. Check out the article, featured on The Drum here.