London taxi firm selects Bright to attract SME fares

LONDON - Computer Cab, London's biggest operator of licensed taxis, has handed through-the-line agency Bright a brief to build revenues from small businesses.

The company, which owns about 3,000 black cabs, is embracing marketing on an unprecedented level by directly targeting SMEs to encourage them to open a ComCab business account.

A mailing to 16,000 London businesses, alongside press ads and taxi seat-backs, communicates the benefits of having a dedicated account with the company.

Computer Cab believes the offer of a dependable service, avoiding late arrivals and no-shows, will appeal to many small firms.

Bright was launched in the second half of 2002 by Carlson Marketing's former chairman Marcus Evans, and creative team Tim Lines and Chris Martin to offer response advertising, direct mail, CRM consulting, electronic marketing and sales promotion.

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