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Beefeater Gin publish London’s 100 Hidden Gems newspaper in branded taxis in time for Olympics surge

Beefeater Gin - Full Taxi LiveryArticle Source: The Drum

Beefeater Gin has published a free newspaper, London’s 100 Hidden Gems, that gives readers tips on the best restaurants, bars, shops and exhibitions the city has to offer.

Created in partnership with Showcase Media, the paper also features contributions from actors, designers and food critics on their favourite city haunts.

The newspaper was launched yesterday, 23 July, at London landmarks by a fleet of branded Beefeater taxi’s (managed by Transport Media) and will be distributed daily until 26 July. The paper will also be distributed by another team at key tube stations as well as being inserted into Thursday’s edition of Time Out

Sarah Deeks, managing editor at Show Media has said, “Beefeater Gin is a great British brand and a London icon – their distillery in Kennington is the only gin distillery in London. It made perfect sense to celebrate their heritage with a newspaper all about the very best of the City, its hidden gems and insider recommendations from some famous faces and London experts”.

She continued: “Branded content with premium editorial principles gives a reader a full and valuable experience – and can be a far more effective and engaging way of communicating than a simple above the line advert. It’s a fun and creative way to give something back to the consumer”.

John Kehoe, managing director of Transport Media said “We are very excited to have our taxis involved in the Hidden Gems newspaper handout. The branded taxis hold  Beefeater’s branding perfectly and look great everyday, and during this PR exercise.
We have worked with Beefeater Gin for three years, and the striking vehicles give great presence in and around London, reflecting the brand proposition as London’s premier gin”.