Black cabs used to promote the West Midlands

A venerable West Midlands institution and globally iconic vehicle is being used to spread the word about what the region has to offer.

The London black cab, which is built by Coventry firm LTI Vehicles, is being used as a billboard by Advantage West Midlands, a development agency for the region.

They have paid for a fleet of the vehicles stationed at Birmingham International Airport to be emblazoned with messages welcoming travellers to the area.

Carol Caveney, Acting Head of Marketing at Advantage West Midlands, said the cabs are ideal for promoting the region because they are located at the airport and are an internationally recognised symbol of both the UK and the West Midlands.

She said: “We are delivering a campaign of activity designed to promote the West Midlands region across Europe

“Most of the advertising in the airport was taken so we looked at outdoor media. “We felt that taxi advertising was a really good alternative and it was helpful that they are good PR and very picture worthy.”

As a bit of extra exposure, Advantage WM will use the cabs to transport guests at their promotional events in Birmingham and throughout the county.

Carol added: “It’s a really nice media opportunity and a perfect fit for what we want to achieve.”

As well as the black cabs in Birmingham, local taxis in Paris and Gothenburg have adverts promoting the area as a conveniently-located business centre.