CampaignsAddison Lee refreshes digital channels in battle for London dominance

Addison Lee refreshes digital channels in battle for London dominance

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.

Minicab company Addison Lee has unveiled its major new marketing campaign as the battle of the taxi firms heats up in the capital.

The new push marks the largest marketing investment that the firm has made in London to date.

addisonleeThe 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.

A modernised website is being unveiled in conjunction with the advertising campaign – features include a ‘quick book’ service and optimised mobile browsing.

The cab company is also digitising its quarterly in-car lifestyle magazine, Add Lib, to be made available online 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.

Peter Boucher, Chief Commerical 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.”

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 as well as an updated and tailored CRM strategy to target personal customers and corporate accounts.

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