Can Taxis turn a cab rank into a plane ticket?

It’s common to refer to an out-of-home campaign as ‘unmissable’.

Our recent partnership with Visit Diriyah shows that when you add Taxi Advertising to the out-of-home mix, the results are unmissable. Learn more about how Taxi advertising put more eyes on an already stunning campaign for Visit Diriyah.

The Who, What, and Where

Visit Diriyah, the tourism agency for the Saudi Arabian city of Diriyah, wanted to amplify their campaign using roadside OOH. They booked 50 Livery Taxis for 8 weeks in July and August in London.

Why did they choose Taxi Advertising?

There are two reasons why Taxi Advertising made sense:

• Taxis drive the wealthy through exclusive postcodes. Visit Diriyah put themselves in reach of a wealthy audience with spending power (YouGov profiles GB 2024).

• Taxi audiences engage with roadside advertising. Route data suggests that 40% of ABC1 London adults will talk about the posters and billboards they’ve seen with family and friends.

Taxi Advertising makes a brand hard to miss.

Taxi Advertising as the ‘Golden Thread’

Taxi Advertising acts as the ‘Golden Thread’ that links out-of-home campaigns thanks to its frequency. Frequency is out-of-home advertising’s superpower – a study from the Out of Home Advertising Association of America showed that the more people that saw an OOH ad, the more likely they were to act.

Blink, and you still won’t miss it

Coordinating 50 Liveried Taxis with a roadside OOH campaign provided the frequency needed to make Visit Diriyah’s campaign stand out. Even if you did blink, chances are you’d see the same taxi again – Attest research from a recent campaign showed that audiences can see taxis more than 4 times in one campaign period.

We’re already looking forward to the results and insight this campaign will bring. Congratulations to all involved from Ubiquitous, VCCP and Posterscope for bringing this campaign to life.