Taxi passengers to be target for ads

19 October, 2007

Burgundy wine's marketing board is placing ads on the back of flip-up seats in London cabs to target millions of potential consumers.

"Tip-up" ads will appear in 1,400 black cabs until December and will promote three key messages: that Burgundy is the home of Chardonnay and Pinot Noir, that the quality of the wine is good and to remind people that the region includes a lot of familiar names.

Nelly Blau-Picard, of the BIVB, the marketing board for Burgundy wines, said: "The advantage of this type of advertising is the proximity of the ad to consumers and the extended time available for them to see it."

Blau-Picard said the average journey time in a London black cab is 15-20 minutes and 60 per cent of passengers are ABC1 adults who tend to travel alone or in pairs.

The tip-up ad campaign will run alongside a print campaign which is featuring in weekend and leisure magazines.

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