Bargain Booze launches taxi campaign

Bargain Booze, the discount drink retailer, has launched a major taxi media campaign across Merseyside, using Trinity Mirror's rapidly growing outdoor operation, ECHO Outdoor.

The campaign, which is the retailer's first use of taxi media, was booked by LA Advertising and will run for a four-week period across 75 cabs on Merseyside. The campaign is designed to raise awareness for the brand and capture the target audience during leisure and travelling time.

The innovative campaign includes strong brand presence externally on the cabs via supersides, internally on tip-up seats and a competition in which passengers are able to win a year's worth of beer.

Passengers in the cabs are provided with entry slips to a free draw of a year's worth of beer or lager. The competition is restricted to adults aged 18 or over, with the competition slips submitted at outlets across the region.

Matt Leach, Marketing Manager for Bargain Booze, said: "The high concentration of taxis are in effect mobile posters, strategically driving around in and around the city centre and urban areas 24 hours a day.

"It allows us to reach a varied audience and passengers from the business community in the day, through to the reveler in the evening."

In addition Bargain Booze is a strong supporter of Drink Aware and the sensible use of alcohol. The taxi campaign provided a good fit with the national don't drink and drive message, in promoting the use of taxis and thus avoid drink driving.

The timing of the campaign coincides with the Easter break and the run up to Grand National Festival, sponsored by John Smith's Bitter, whom the campaign will support.

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