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Bringing a breath of fresh air to London polluted streets


Helen Clark and Sir Brian Mawhinney with one of the decorated taxicabs outside the Houses of Parliament


A new advertising campaign designed to encourage companies to relocate to Peterborough is bringing a breath of fresh air to the polluted streets of central London.

Around 160 London taxicabs have been emblazoned inside and out with images and messages promoting Peterborough’s business and lifestyle benefits. Cab drivers have also been issued with specially printed books of receipts so that business travellers can take the message back to their offices.

The entire lengths of both sides of the cabs have been decorated with images of blue skies and fluffy white clouds as a backdrop to the message: Peterborough – a breath of fresh air. Peterborough’s promotional website www.positivelypeterborough.org is prominently displayed. Inside panels on tip-up seats convey information about the advantages of Peterborough for business and residents.

Local MPs Helen Clark and Sir Brian Mawhinney helped launch the eight-week campaign outside the Houses of Parliament. Mrs Clark said: “This is a great technique to promote Peterborough. Everyone who suffers from poor air quality and traffic congestion in central London will immediately appreciate this memorable message.”

Sir Brian added: “The bright, eye-catching images encapsulate positive messages about the exceptional benefits that Peterborough offers.”

The campaign, funded by English Partnerships through Greater Peterborough Investment Agency (GPIA), has been devised by Peterborough creative agency T2 Studios. Strategy director James Lewis explained: “The ‘breath of fresh air’ slogan contains a double message – that Peterborough offers a healthy lifestyle and that it represents a refreshing change for companies seeking a new business location.

“Panels inside the cabs extol Peterborough’s business benefits, including the excellent transport infrastructure, good quality workforce and advantageous property prices.”

GPIA chief executive Gloria Milne added: “The taxicabs campaign is just one element of a multi-faceted programme of promotional activities that focus attention on the strong business reasons for relocating to Peterborough.”

September 2002

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