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Dec 14, 2007

Camperdown Wildlife Centre

Using taxis to promote Camperdown and its work

Taxi Vision marketing campaign with Camperdown Wildlife Centre, Insight Innovations and Dundee Taxis A visually impressive marketing campaign to highlight available facilities within Camperdown Country Park for people visiting and residing in the Dundee area.

Aiming to entice larger visitor numbers visiting Camperdown Wildlife Centre, a sequence of promotions on a Dundee TX2 Taxi were commissioned with impressive livery, internal interpretation panels and eye-catching promotional film running in loop sequence. 

Livery design of the taxi cab was based on an existing format currently used on information leaflets and maps to keep the current marketing theme for Camperdown Wildlife Centre consistent. 

Colourful interpretation panels within the cabin were placed on to the backs of folding chairs to enable forward facing passengers access to information regarding available facilities and opening times of the zoo. 

The short promotional film was commissioned and displayed on a monitor within the taxi cabin for travellers to view. The film was presented without sound as the usual ‘hustle and bustle’ of short taxi travel would not usually lend itself to listening to film presentations. The film would highlight facilities available within Camperdown Country Park and Wildlife Centre in particular, showing animal clips in an eye-catching informative way. 

Racked Camperdown Wildlife Centre leaflets, placed within the cabin for travellers to take away also complimented the promotional campaign. 

The promotional campaign was a huge success with visitor numbers and education visits increasing by 12% at the Wildlife Centre for 2006/2007. 

This particular taxi usage has also increased and recorded at up to 500 journeys per week during the 15 month promotional period.

Camperdown Wildlife Centre

COMMENDATION received in BIAZA Awards 2007 for Best marketing project - Amanda Alabaster Award

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