Cayman cab brightens streets of London

A new London black cab depicting the idyll of the Cayman Islands is operating on the streets of London as one of the Department of Tourism’s latest marketing initiatives.

Although branding a cab as a marketing tool has been available for some time, this is the first time that a Cayman cab has been commissioned to ferry busy Londoners around in almost ten years, said a press release from DoT.

It comes at a time when the profile of the destination is comparatively high following a number of PR successes and a high impact advertising campaign.

The Cayman cab is a joint marketing venture between the Cayman Islands Department of Tourism and Dial-a-Flight, part of the Lotus Group, one of the UK’s largest travel companies. Dial-a-Flight operates a fleet of cabs on the streets of London and the Cayman Islands has secured a one year partial sponsorship deal with the company, enabling it to co-brand both the interior and exterior of one of its taxis. The deal comes with renewal options for years two and three.

Donald McDougall, the Department of Tourism’s regional manager, Europe says: ‘Although branding a London cab is not a new initiative, its popularity has priced it out of the realms of possibility for many tourism organisations. The co-sponsorship deal with Dial-a-Flight has made it a very cost-effective marketing tool for us.

‘Our Cayman cab is definitely an eye-catching vehicle and will not go un-noticed either by its passengers or passing traffic, and is already causing some comment. By coincidence, the colour scheme of the cab’s black paintwork works seamlessly with our use of black in the background of our advertising creative.’