When EcoCabs trundle around the streets of downtown Toronto this summer – hitting summer street festivals and other special events, but also taking passengers wherever else they want to go – rides in the pedal-powered taxis will be free. That’s because corporate sponsors, who are now being sought by GO Mobile Media, will be wrapping the environmentally friendly vehicles in marketing messages.
‘By combining fuel-free transportation with an interactive brand experience that provides consumers a no-cost commute, companies can reinforce their commitment to environmental responsibility and community-minded thinking,’ explains Will Kozma, director of marketing for the Vaughan, Ont.-based OOH specialist.
Participating sponsors will have the opportunity to brand the futuristic-looking EcoCabs and interact with riders en route, offering them branded entertainment, special incentives and, if desired, product samples. The service will run from May to September.
EcoCabs will be promoted through an in-house PR campaign utilizing newspaper, television and radio coverage to detail its environmental benefits and the brands that are making the program possible. GO Mobile Media will also be working with environmental groups and community-focused websites to spread the word virally about the practicality of the free-to-consumer cabs.
