INTEGRATED: TX1 TAXI

Client: London Taxis International; Peter Wildgoose, sales and marketing director

Client: London Taxis International; Peter Wildgoose, sales and

marketing director



Campaign: Launch of the TX1 Taxi



Agency: Craik Jones



Timescale: July to November 1997



Budget: Over pounds 500,000



The Brief



The world-famous London taxi took shape in 1959 when a company called

Carbodies launched its FX4 model. The company became London Taxis

International (LTI) in 1973 and the basic design has remained unchanged

- until now.



LTI has just invested pounds 20m developing the new TX1 model which it

believes retains the appeal of the old design, with a number of design

advances, including easier access, more comfort for the driver, and

extras including air-conditioning to points for mobile phones.



While many cabbies would be glad to see the back of the old model, they

were likely to resist change and be hard to please. The firm appointed

Craik Jones with a brief to manage the communication with the nation’s

30,000 black-cab drivers, the dealers, suppliers and the public.



The Campaign



Craik Jones devised an integrated strategy around the unveiling of the

TX1 at the London Motor Show in October.



Having developed a database of cab owners via dealers and meter

registration, it set out to communicate with this audience in a direct

and intimate way.



The cabbies were sent a mailing confirming the launch of the TX1 along

with its product benefits, and were subsequently invited to the Motor

Show or one of eight other events around the UK to see the new

model.



The invitation was supported by advertising in the trade press and on

local radio.



Craik Jones also ran PR initiatives, including targeted press releases,

a photo-call with actress Joanna Lumley and another with transport

minister Glenda Jackson at the Motor Show.



As cabbies visited the events they were encouraged to give their

details, enabling more mailings and test-drive opportunities.



The Result



Craik Jones achieved an average response rate of 25% for the events,

while the Motor Show generated 2000 qualified leads.



LTI reports a ’healthy’ advanced order book and believes it will

increase its sales from its present 3000 taxis a year to over 9000 by

2002.



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