Pink Ladies Taxis
Consumer PR launch - Pink Ladies Taxis
CIPR NW Gold award winner - Best Use of Media Relations
Background: In February 2006, two female entrepreneurs launched Pink Ladies Taxis as a franchise company to be rolled out across the UK.
The members-only service offers bright pink taxis, driven by women for women. SKV were tasked with helping Pink Ladies launch and sell franchises across the UK. Issues of personal safety were integrated into the communications campaign and SKV highlighted them.
SKV presented Pink Ladies to the media as both a serious and fun story, using the whole span of media to place this unique initiative on the news agenda.
We launched Pink Ladies in London, using a photo-call with national tabloid celebrity Kerry Katona as the ‘face’ of the product. We combined this with a press briefing, using the founders as the best spokespeople to articulate the Pink Ladies proposition.
SKV secured a partnership for Pink Ladies with the Greater London Authority (‘Safer Travel at Night’ campaign team), including endorsement of London Mayor, Ken Livingstone.
The Campaign: We knew that the Kerry Katona and a fleet of bright pink taxis would guarantee media coverage - however, there was a danger it would be “fluffy,” and not cover the serious message which is central to Pink Ladies.
SKV sourced a case study: a woman who had experienced an attack in an unlicensed mini-cab, who was happy to speak to the media. We briefed national news media (GMTV, ITN News, SKY News, BBC Radio 5 Live) with the key messages and gave them access to the two founders. We invited all target media to the photo call/briefing.
Launch Activity: SKV managed photo call with over 30 photographers; co-ordinated ITN News, SKY News and BBC Radio 5 Live interviews; managed press briefing and arranged one-to-one interviews with Kerry Katona; the two founders; the case study and the Pink Ladies London area franchise owners; SKV ensured news traction for the story was secured with arresting and striking figures and statements eg ‘It is a scandal that at least 10 women a month in London are being attacked in an unlicensed mini-cab and many more go unreported.’
National Highlights SKY News Sunrise: Eammon Holmes live interview with Kerry Katona and Pink Ladies, GMTV & ITN Morning News: pre-recorded footage, BBC Radio 5 Live: The Victoria Derbyshire Show - live 6 minute interview with client, case study and debate; Foreign and Commonwealth broadcast syndication piece; Daily Mirror, The Sun, Daily Express, Daily Star, Daily Sport; The Times, Sunday Telegraph; Closer, OK, Company.
International Media Print and broadcast media in countries including China, Hong Kong, Saudi Arabia, Mexico, Columbia, Spain, Germany and France
Evaluation 153 pieces of coverage; Feb to April 2006: £3,162,939; 71m readership value.
