This London campaign, with advertising on 100 taxis around the capital, comes further to the launch of the new brand identity for the destination in April this year, centred on belonging: ‘Madeira. Belongs to All’. The campaign reinforces the feeling of belonging and shows the diversity that exists in this region, which offers experiences, landscapes, culture, gastronomy and memories for an unparalleled trip.
“I know where” is the motto of the new campaign launched by the Madeira Promotion Bureau. Starting from the premise of “belonging”, this lives as if visitors are recommending the destination for various reasons. Whether for the endless beaches, the temperate crystal blue waters, the cultural experiences, the lush natural landscape, the rich gastronomy, the hospitality of the locals, there are many reasons to take a trip to Madeira.
Nuno Vale, Director of Madeira Promotion Bureau said of the taxi campaign: “In a year of great challenges for the tourism sector, and especially after being added to the UK’s Green List recently, we felt that London taxis were the perfect opportunity to increase destination awareness and thus a great match to the co-branding campaigns already in place with our main partners and stakeholders in the UK. Most of our B2B2C communication is digital at the moment, so this was the perfect timing to launch an OOH campaign, which we haven’t done in a while with the London taxis. It was critical that we included a more call to action approach, so we teamed up with British Airways to include a QR on the overall creatives, exterior, tip seats and receipts. This will allow us to measure the impact of the campaign and hopefully generate short term bookings. Our new identity and brand is also showcased across the creatives. Our campaign strapline “Hidden Places, I know where” highlights the fact that Madeira has a lot to offer... little gems to be discovered and experienced.”
