As one of their largest retail openings in Europe to date, Tommy Hilfiger wished to generate significant impact and buzz around their new Brompton Road Store. A core focus was to cover primary transport access to the new Store - we therefore decided to harness the iconic status of the London black cab, working with Ubiquitous to create a full livery design in the Fall-Winter Collection Tartan.

By using specially created London taxis as part of our campaign, we were able to engage with fashion conscious Londoners and encourage them to come and visit us. Ubiquitous enabled us to do this effectively, and during an important time for us, London Fashion Week, helping broadcast awareness of our brand across the city.

The strategy behind the campaign was to create cut through amongst other Olympic activity, particularly as there are restrictions on certain outdoor sites being available only to sponsors during the Games. We know there will be lots of domestic and international tourists coming to London for the Games and we felt the iconic London cabs were a perfect arena to showcase our involvement as Official Jewellery Collection of London 2012.

London continues to sit at the heart of the global fashion industry, so capturing the attention of shoppers in the UK’s capital has long been a key focus for us. The quintessentially British black cab provides a stylish platform to promote the Kate Spade New York brand in a unique and dynamic way. Taxi advertising will not only showcase the elegance of our products, but also will capture the attention of consumers when they are on the high street in a purchasing mindset and in close proximity to stores selling all the ranges advertised.