Warwick Business School hails international students with British icon

The highly regarded Warwick Business School is using the iconic black cab for a bright, advertising campaign called ‘The Knowledge’, to attract more international students.

It is installing brightly-coloured, fully-liveried taxis adorned with a WBS logo, at Birmingham and Manchester airports to tempt passing businessmen and women through their doors.

The Knowledge logo reflects both business learning opportunities at Warwick University as well as the theory that cab drivers have to learn when qualifying to become a taxi driver.

The traditional black cabs will be covered in a bright pink vinyl and will hopefully tempt businessmen and women through their doors.

Vincent Hammersley, Director of Communications at Warwick Business School, said: “We are an international business school with an excellent reputation throughout the world. It is only appropriate that we use a vehicle that is also globally recognisable such as the iconic black cab.”

Matthew Cheyne, Sales & Marketing Director, LTI Vehicles, the Coventry based manufacturer of the black cab said: “We think it is an excellent idea using the traditional black cab with a twist of pink to target international students for Warwick Business School.

“The iconic cab is indeed recognisable across the world for reliability and safety and a symbol of all that is British.”

If the campaign proves successful it could be expanded to airports in other key locations, such as London, Paris and New York.