The British Airways' cabs are part of a large-scale communications campaign which includes a range of through-the-line media, including print, digital and below-the-line advertising accompanied by trade incentives. The branded cabs will increase of the airline's association with the Lions' tour and will be used to transfer British Airways' guests to the test match at Loftus Versveld.
Commenting on the decision to brand the London Cabs, Jennifer Bauer, British Airways' Marketing Lead - Africa, says, “The strong association with Britain makes the London cabs the ideal mobile billboards to promote British Airways as the official airline of the tour. The convenience and reputation for reliability and great service also make the cabs an ideal way to get our guests to the matches and contribute to a really memorable experience.”
To complement the exterior branding of the vehicles, the airline has also chosen to brand the flip seats inside the cabs with the full Lions tour itinerary. Explains Bauer, “The flip seat advertising is a good way to drive home our message by offering interested customers some useful information about where and when each of the tour games is taking place. The exterior branding gives us general exposure and the interior advertising enables us to capitalise on this by talking to a captive audience.”
British Airways has had a longstanding relationship with Graffiti's branded London Cabs having embarked on their first campaign with just five Cabs in 2006. Commenting on the relationship, Graffiti Director, Natalie Cloete says, “British Airways has utilised the London Cab advertising medium very effectively for the last three years as they realised very early on the inherent relationship between the medium itself and the British Airways brand. They have also maximised their use of the medium through the utilisation of the flip seats as well as the digital screens inside the vehicles and this, I believe, has contributed to the success of their London Cab advertising campaigns.”