Pride Toronto has unveiled a new taxi advertising campaign to promote the host city of WorldPride 2014 to gay Londoners, as the latter city handed over the mantle this weekend.
Toronto beat Stockholm to host WorldPride after winning the majority vote from leaders of gay and lesbian organisations around the globe.
As WorldPride celebrations in London have now drawn to a close, Toronto has two years to promote its host status and encourage tourism to the city, beginning by targeting the gay community in London.
Advertising agency Crispin Porter + Bogusky designed three adverts to run on the taxi fleet including the rainbow flag colours of pride in a glitter effect, a black studded cab mimicking leather fetish wear, and a bright pink cab with a fur effect.
All taxis will run with the strapline ‘Ride with Toronto Pride’ and the WorldPride logo.
Toronto Pride has funded the taxis for four weeks and will target passengers in the London districts of Soho and Vauxhall.
Advertising in the cab includes the message on the front seats: ‘If you think this cab is gay, wait until you see Toronto in 2014.’
Passengers will also be given WorldPride-branded receipts for their journeys.
John Kehoe, Managing Director at Transport Media worked on the campaign with Crispin Porter + Bogusky said the “high impact design and visibility of these taxis are sure to increase talk ability and raise awareness of WorldPride 2014”.