DRIVER RECRUITMENT: Taxi industry launches BIGGEST ‘Knowledge of London’ recruitment campaign

Image credit: London Taxi PR

London Taxi PR (LTPR) has launched its largest ever London-wide billboard advertising campaign to promote the ‘Knowledge of London’.

The campaign aims to encourage more individuals to undertake the studying to become a licensed London Taxi driver, while also promoting the diversity and inclusivity of the London taxi profession.

In conjunction with leading outdoor advertising company, London Lites, London Taxi PR has acquired the use of 31 digital billboard advertising screens across central London, for a period of 6 weeks from 19 March.

The advertising campaign features 5 London Taxi drivers, all of whom are from varying gender and ethnic minority backgrounds, with their images featuring alongside the tagline, ‘I did it, so can you’, along with a link to Transport for London’s (TfL) website where information can be found on undertaking the Knowledge of London (KoL).

This latest campaign follows a tough 2-year period for the taxi industry, which has not only seen driver numbers fall considerably, but also a fall in KoL student numbers too.

Andy Scott, London Taxi PR’s PR and Communications spokesperson, said: “Given the effect of the pandemic on the profession, the drastic fall in student numbers on The Knowledge, and with many people within the profession expressing their concerns about its future, it was essential that we, (London Taxi PR) did something, both quickly and with maximum impact and coverage.

“The deal we have agreed with London Lites is a great one in terms of locations, visibility, and impact figures. What’s been reassuring is at the same time we have had a great response from businesses we have approached about our plans to promote the profession and further initiatives we have to help support The Knowledge and the students. We have to thank and pay tribute to all our supporters, drivers, and businesses, without whom this campaign would not be out on the streets.”