The campaign will run across 90 London taxis and is Taxi Media's biggest campaign to date. The creative, which uses the strapline 'Alive with possibility', features the South African flag. The work is designed to promote the country as a tourist destination as well as highlighting investment opportunities. The activity was overseen by Yvonne Johnston, chief executive of the IMC. The push is the second time that the IMC has used taxi advertising, having run a 10-taxi campaign in 2005.
Creative agency: The MediaShop
Media agency: The MediaShop.