Taxi Media creates loyalty scheme for Disney Travel

by LEXIE GODDARD, Campaign 14-Aug-00

Taxi Media has launched a loyalty scheme in a bid to get its army of cab drivers waxing lyrical about the Walt Disney Travel Company.

Taxi Media has launched a loyalty scheme in a bid to get its army

of cab drivers waxing lyrical about the Walt Disney Travel Company.

Under the scheme, the taxi advertising contractor’s database of drivers

can qualify for discounted holidays with Walt Disney Travel Company,

which launched in the UK in May.

The travel outfit has already booked between one and three months’ worth

of advertising on the sides and tip-up seats of Taxi Media cabs (Media

Business, 30 May)

The latest initiative is part of The Taxi Media Privilege Club, a

loyalty programme that Taxi Media launched at the start of the year.

The scheme is designed to reward drivers for their co-operation and

attract new cabbies onto its books.

Drivers are given loyalty cards and receive points for ’good behaviour.’

They can use the points to claim perks such as pounds 250 worth of

diesel, money off a session on a golf driving range or even a free

Cornish pasty and cup of tea.

’Good behaviour’ constitutes returning to Taxi Media’s headquarters to

have the cab decorated with another creative when the current four-week

taxi campaign has run its course.

Taxi Media ran a similar campaign earlier this year when it sent drivers

to South Africa on behalf of the country’s tourist board.

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