9th October 2014

Addison Lee Unveils Major New Marketing Campaign

New campaign includes heavyweight ad campaign, redesigned apps and new website

Addison Lee, Europe’s largest minicab company, today unveils its major new marketing campaign as the battle of the taxi firms heats up in the capital. It is the largest marketing investment that the firm has made in London to date.

The six-figure campaign, titled “Cool, Calm and Collected”, is a contemporary advertising campaign created by Albion which brings to life the ease, simplicity and comfort of travelling with Addison Lee. It signals a refresh for the brand as it continues to appeal to business and premium leisure users that value high quality service.

The artwork embodies the brand’s vision to offer a welcome sanctuary to the chaos of the city, with virtual ‘bubbles’ transporting customers through London’s modern landscape.

The concept highlights Addison Lee’s ‘business-class service’ at affordable prices, identified through market research as the quality that sets it apart from its competitors.

A modernised website is being unveiled in conjunction with the advertising campaign. Developed in-house, alongside Albion and Addison Lee software developers Haulmont Technology, key features include a brand new ‘quick book’ service to streamline the consumer journey and optimized mobile browsing so that customers can access it from anywhere across the capital.

Addison Lee’s quarterly in-car lifestyle magazine, Add Lib, will also be made available for the first time on the website, with additional online-only content created to cement the London brand’s positioning as a cultural commentator with its finger on the pulse of the capital.

An all-new version of the app, created by app developers Golden Gekko with Haulmont Technology, launches this month for Android and iOS with a simplified user experience that includes intelligent maps, streamlined booking processes and multiple account handling.

Media agency Unique Digital are handling the media spend for the campaign, which includes 21 days of press coverage in key titles such as the Evening Standard and Metro and 800 digital and static outdoor posters across the capital. The offline activity will also be supported by a heavy investment in digital including search marketing, social media, online and mobile advertising.

The media spend is being supported by a raft of PR and social media activities to promote the brand’s new website and app offering; W Communications, the brand’s retained agency, will implement a robust PR strategy encompassing consumer, trade and social media.

In addition to all this, an updated and tailored CRM strategy will deliver targeted communications to the inboxes of personal customers and corporate accounts with a raft of desirable competitions and offers.

Peter Boucher, Chief Commercial Officer of Addison Lee commented, “Cool, Calm and Collected embodies our vision to deliver an unrivalled, efficient service that enables customers to move around the capital in comfort. By refreshing our marketing strategy and updating our digital channels, we can continue to provide a stand-out customer journey from beginning to end.”

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