Schools out… for the brands!
Relaxed and in the mood to spend. While the image of British families on holiday might be traditionally associated with overseas travel, Visit Britain data tells us that it’s a broader picture. Their data reported that UK residents made up to 60 million visits to London in Summer 2025! Capturing the attention of spend-happy British families doesn’t have to be difficult – you just need to think Taxi.
The Ubiquitous team were reminded of the opportunities school holidays provided thanks to a fascinating piece of research from Open Media. The UK’s leading Taxi Advertiser was inspired to throw some Taxi shaped suggestions in the mix.
So, what can the black cab offer during the school holidays?
Capturing a shift in mindset
Transitioning from the school rush to the relaxed pace of the school holidays is attractive for many families. When asked what they enjoy most about school summer holidays, children emphasised freedom and connection. For advertisers, this shift in mindset is appealing too. This shift creates an ideal window for brands hoping to capture an audience that is significantly more responsive to brand messaging. Like we mentioned at the beginning of this article, UK residents made around 60 million visits to London in summer 2025. It makes a convincing case for investing in Taxi Advertising, especially considering that the home of the London Taxi is a focal point for relaxed holidaymakers.
If there’s one way to reap the benefits of this significant tourist bubble, then the London Taxi makes a convincing case: it’s a format that lives and breathes in the same cities that tourists love to visit. More than just a tourist magnet, it has a reputation for effortlessly convincing audiences to act too. Attest research completed by Ubiquitous also corroborates the evidence that branded Taxis prompt real-world action. An Attest survey completed for a skincare brand demonstrated that the immersive nature of the format helps audiences engage with the advertising that they see on the side of a Taxi. With audiences viewing OOH formats like Taxis as less intrusive, it’s not a surprise that the school holidays are a key spending window.
Think deeper about the activities that dominate the half term.
According to YouGov data, streaming videos (61%) and gaming (52%) dominate planned activities, especially among teens. Understanding how your audience spends their time provides new and interesting avenues to reach them. As families are choosing to spend quality time catching up on the latest must-watch series, could Taxi Advertising be an option for streaming services planning to capture curious streamers?
The UK’s leading Taxi Advertiser has delivered impact for the streaming platforms that dominate our TV rooms. From collaborations with Netflix aimed at older audiences (like Griselda and The Gentlemen), to publicity work with Disney+ for young adult audiences (Percy Jackson and The Olympians), Taxis don’t have a preference. They grab attention for major streaming services and keep it. Attest research completed for MGM+ series Robin Hood proves the serious intent that Taxis prompt in audiences. Among those that recalled seeing an MGM+ Taxi, 66% were ‘very likely’ to watch the series on MGM+ - compared to the 7% who disagreed. For brands and advertisers hoping to cut through the noise of the school holidays, it’s an example of why it pays to think about the activities that families will get up to during the break. Luckily, the London Taxi is a clever format that can help you reach those audiences.
Back-to-school shopping is an opportunity.
The YouGov data we mentioned before also tells us that Back-to-school shopping is well underway before the holidays finish, with 64% buying or trying on uniforms, and 60% purchasing supplies. It makes sense for advertisers to have a solid presence in these retail centres. Even though they might not be purchasing for fun this time around, priming your audience with a format known for its impressive coverage and frequency sets your campaign up for success. IPA Databank research, together with Peter Field and Rapport, suggests that OOH increases the core business effects of customer acquisition, profit, and market share. Taxi Advertising enjoys contributing to a wider campaign. The thousands of trips they make every day into key shopping areas effectively primes audiences for purchasing. This increases into the summer, as self-employed drivers enjoy the boom of inbound travel into London. With 97% of UK adults noticing OOH, pairing this with the 60,000 trips that Taxis make to premier retail streets results in the confidence that you’re receiving complete coverage. The relaxed mindsets of school holiday audiences make them already more receptive to messages too.
Leave the Schoolbag at home… for now!
There’s no shortage of opportunities for savvy brands around the school holidays. You just have to pay attention – and naturally, think about the strengths of the formats at your disposal. Luckily, the London Taxi and its solid reach, frequency, and exposure, makes it a clear solution. Creating success is as simple as embracing Open Media’s suggestions:
Capturing the shift in mindset as families switch off and enjoy the time off,
Thinking deeper about the activities that dominate half-term – like streaming and gaming,
Switching on for back-to-school shopping opportunities.
A format like Taxi Advertising can help your brand make the most of the school holidays.