Agency: Taylor & Wilshart | Author: Chris Rackaby |
Reliant Metrocabs: Grabbing the Cab Driver (How Advertising Successfully Promoted a Promotion)
BACKGROUND
Any cab driver will tell you that historically, the vast majority of cabs have been manufactured and sold by Carbodies of Coventry. In 1987 Metro Cammell Weymann launched a new product: the Metrocab, in an attempt to break this monopoly and establish itself as a major player in the 5.5 million a year black cab market. Unfortunately, it met with a number of teething troubles and, in June 1989, sold its by now troubled business to the Reliant...