Hailing a taxi used to mean keeping your eyes on the road for a cab, but this week Londoners are being encouraged to look on pavements, inside phone boxes and even up trees.
From today, e-hailing app FREE NOW, is hiding 100 miniature black taxis around the capital with each one unlocking a unique experience for the finder – as well as a complimentary cab to get them there.
Research from FREE NOW shows that Londoners are terrible at getting out and about, with half of us saying we rarely venture beyond where we live or work.
While London is supposed to be a city of ‘culture-vultures’, many of us have never visited historic sites such as the British Library (41%) or the Tate Modern (29%). Inspired by Julia Roberts and Hugh Grant, foreign tourists flock to the streets of Notting Hill, but almost a third of Londoners (31%) have never visited Portobello Market.
Recent additions to the capital’s roster of attractions don’t fare any better, with a quarter of Londoners (24%) saying that they’ve never been on the London Eye. And despite being a sporting city and the heroics of British Olympians, two fifths of Londoners (41%) have never visited the Queen Elizabeth Olympic Park.
According to the research, Londoners blame a lack of time and a desire to stay close to home as the main reasons for this lack of domestic adventure. Over a quarter of South Londoners haven’t visited North London in the past three years (28%), and an unbelievable one in ten say that they have never even been to North London. Similarly, almost half of East Londoners (47%) have never made the trip west to Portobello Market.
FREE NOW wants to help Londoners broaden their horizons and make more of the city that we live in.
Speaking about the launch of FREE NOW, David Savage, UK General Manager said: “We live in an incredible city, but with the daily pressures of work, caring for loved ones and maintaining a household, we forget to stop, get out and enjoy what’s around us. That’s why, to celebrate the launch of FREE NOW, we’ve launched Taxi Hunt, a competition that encourages Londoners to take a closer look at their surroundings and rewards their curiosity with a range of treats and experiences that will encourage them to get out and discover unfamiliar parts of this great city.”
The Taxi Hunt will give Londoners the chance to win one of a hundred expansive experiences such as a cream tea in Knightsbridge or a philosophy lesson in Bloomsbury. Other prizes include meals with legendary street food traders KERB, independent cinema tickets and DIGME Fitness classes.
All of the experiences include credit for a complimentary taxi journey, so that Londoners can travel without the stress, which is what FREE NOW say they are all about – taking care of the journey and enabling passengers to sit back, relax and free the mind.
Furthermore, one lucky winner will get their hands on the star prize, a weekend stay in one of the hundred or so European cities where FREE NOW is active, including Lisbon, Barcelona and Rome.
Image: FREE NOW