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Pride Toronto is launching a creative led taxi advertising campaign in London to promote themselves as the host city of World Pride 2014 – an international celebration incorporating activism, education, history and culture of global LGBTQ communities.
Transport Media were appointed by Toronto based advertising agency Crispin Porter + Bogusky, to handle the short term, high impact Outdoor Advertising campaign.
Toronto beat Stockholm to host World Pride in 2012 after winning the majority vote from leaders of gay and lesbian organisations around the globe, and have chosen taxi advertising to promote their host status and encourage tourism to the city by targeting the gay community in London.
Crispin Porter + Bogusky’s internal team designed a trio of adverts to run on the taxi fleet including the rainbow flag colours of pride in a glittery effect, a black studded cab mimicking leather fetish wear, and a bright pink cab with a fur effect. All taxis will run with the strapline ‘Ride with Toronto Pride’ and the World Pride logo.
The vibrant taxis will run for four weeks, riding on the back of the Pride spirit in London and will collect passengers in close proximity to Toronto Pride’s target audience around Soho in Central London and Vauxhall in South London.
Once inside the cab passengers will gain more information from the tip up seat advertising which is an extension to the external branding. The tip up seats state ‘If you think this cab is gay, wait until you see Toronto in 2014’ with further information on the event and website. Passengers can also take this away on branded receipt pads.
Taxi Advertising is a truly broadcast medium delivering cover build rapidly, achieving both high coverage and frequency.
John Kehoe, Managing Director at Transport Media worked on the campaign with Crispin Porter + Bogusky,
“I am extremely happy to work with Crispin Porter + Bogusky, promoting World Pride 2014 for Pride Toronto, one the world’s largest Pride events. Outdoor Advertising is a great tool for getting up close to a target audience group, and the high impact design and visibility of these taxis are sure to increase talk ability and raise awareness of World Pride 2014.”