Targeting Tourists with Taxis!
London is a must-see destination for tourists. But, we as we hit the peak of summer, London can offer tourism operators so much more: where else could you engage with a diverse audience from 20+ nationalities that love to make the most of a holiday?
Statistics from the ONS and Visit Britain suggest that visits (and spending!) from overseas tourists have increased year on year to 2024. As the nation’s leading taxi advertiser, we know a thing or two about how to use a global icon to grab the attention of an affluent audience on holiday.
Attracting a global audience
London attracts a rich mix of global visitors from a range of diverse countries that tourism operators want to reach. Visit Britain data tells us that visits and spending from tourists in North America and the EU have increased, while tourists from culturally-rich markets in South and Central America are showing impressive growth year-on-year. They’ve not only visiting more, but they’re also determined to enjoy their time on holiday too. With a 59% increase in holiday spending from 2022 to 2023, they’re an audience tourism operators would be wise to target.
You’d be forgiven for thinking that the impact of Taxi Advertising is only applicable to UK residents in capital cities. GPS data suggests that the numerous trips that taxis make past major tourist hotspots many of which have little to no other OOH formats present, makes them ideal for targeting a wealthy tourist audience. OOH formats like taxis prime audiences for purchases too. With 58% of online searches happening outside of the home, tourism operators have plenty to gain.
Reach your audience in the same place
London is one of the most visited cities in the world. Visit Britain data tells us that visits to London showed a strong recovery post-covid, highlighting a demand from inbound tourists for the capital city. It’s not hard to imagine that for tourism operators looking to turn curiosity into a transaction, London offers a convincing opportunity to reach a blend of tourists from different markets.
Take advantage of the holiday spirit
Indifference is the enemy of a good advertising campaign. Reaching your audience when they’re in a relaxed mood on holiday? It’s hard to argue with that. ONS data tells us that the average spend per visit from inboard tourists increased from pre-covid levels of £696 to £819. Combine these friendly tourists with a format that has a habit of effortlessly convincing audiences to act, and you’re sure to reap the benefits. An Attest survey completed for a market-leading cosmetic brand found that branded taxis are a savvy tool that prompts real world action. Those that viewed a branded taxi in central locations were more likely to visit in-store and online, proving the convincing power of traditional formats like taxis.
Tourists love an icon
A close friend of the Ubiquitous team, Chris O’Donnell, runs a successful business as a walking tour guide in London. He frequently watches the awe and excitement of overseas tourists as they catch a Black Cab in London for the first time:
“Every single one of our clients when they come to London, they love it… They’re part of that thing they’ve come on holiday for. They’re part of our story, and they’re part of the story of London.”
Luckily, there’s plenty of research to back up Chris’ anecdote. Attest research revealed that audiences who viewed a branded taxi were more likely to view the brand positively, proving the power of traditional formats like taxis for building brand fame and stature.
The Ubiquitous team love travel for many reasons. Perhaps our favourite reason is that it gives inbound tourists an opportunity to hail a global icon whenever they please. Would a London cab still have the same global impact if there weren’t throngs of tourists dying to catch one and let their Instagram feed know? We think so. But it certainly helps that a black cab inspires imagination, excitement, and commitment in the eyes of tourists!
Sources: ONS, GPS Data, Visit Britain Data, OAAA Data, and Attest Research