Seat-back taxi advertising launched in WA

This Spring will see the launch of seat back advertising in Perth taxis.

Emma Potter, founder of Taxi Rider™ said the medium is perfectly placed to target tourism, the social weekend crowd, business people moving around the CBD and the lucrative Fly In/Fly Out audiences.

“In our bustling world the taxi is one of the very few quiet moments we have to reflect and unwind, so it was important that the medium was not invasive. It is aimed at being in the control of the passenger and not pushed upon them.”

With the average taxi journey around Perth being 15 minutes, and longer out of the airport, this offers an unusual amount of quiet time to engage with and absorb the information.

The medium is a 5 page booklet of ads, displayed at eye level on the driver’s seat facing into the back of the Taxi. All Taxi Rider taxis are part of the Swan Taxi network and are on the road 24/7, so there is no down time, and each and every taxi in carries over 1030 passengers each month.

Tourism is a natural fit for the new medium. Recent data released by Tourism Council of Western Australia showed that 31,900 Chinese visitors spent $158 million in Western Australia in 2012 to 2013, a 25.2% increase on the previous year, with this segment using taxis as their primary transport.

WA tourism operator Caversham Wildlife Park will be one of the first to advertise. “We have 100’s of visitors to the park each month and the majority of them arrive in a Taxi”, said the park’s proprietor, David Thorne.

Although tourists are an obvious audience for the medium, statistics from Taxi Council of WA indicate that taxis are used daily, and often repeatedly, by business people and executives, particularly around the CBD. They also capture the lucrative ‘fly in/fly out’ market and the younger social weekend/evening market.

For more information visit www.taxirider.com.au