Madeira launches taxi campaign to promote tourism

Published on : Wednesday, July 14, 2021

Madeira Promotion Bureau recently launched an eight-week London taxi campaign as tourism to the islands reopens. The work comes alongside partners Ubiqtaxis and British Airways. The London campaign, with advertising on 100 taxis around the capital, comes further to the launch of the new brand identity for the destination in April.

The campaign reinforces the feeling of belonging and shows the diversity that exists in this region, which offers experiences, landscapes, culture, gastronomy and memories for an unparalleled trip. Nuno Vale, Director, Madeira Promotion Bureau, said in a statement that in a year of great challenges for the tourism sector, and especially after being added to the green list in the UK, London taxis were the perfect opportunity to increase destination awareness and thus a great match to the co-branding campaigns already in place with main partners and stakeholders in the UK. 

He mentioned that most of Madeira’s business-to-business and business-to-consumer communication is digital at the moment, so this was the perfect timing to launch an out of home campaign, which have not been done in a while with the London taxis. He stated that it was critical that everyone included a more call to action approach, so people teamed up with British Airways to include a QR on the overall creatives, exterior, tip seats and receipts as it will allow measuring the impact of the campaign and generate short term bookings.

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