Monday, 10 November 2014

Taxi Truths campaign puts lipstick on a pig

Lipstick on a pig.
'Taxi Truths' letter to Canadians kicks off national campaign
Image by @MickCoulas
In the latest move of desperation, Canada's biggest taxi companies have banded together to launch national advertising and a new website.

They're calling it a conversation with Canadians, but it's a one-way campaign built on fear mongering anti-Uber campaigns to date in Calgary, Edmonton, Montreal, Ottawa, Toronto and Vancouver.

The new website, Taxi Truths, touts the benefits of taking a licensed taxi, With a groovy website design (it's actually rather clever), and even implying it has own app, Taxi Truths is trying to show it is "with it", but it's clearly lipstick on a pig.

Armed with data and arguments on the side of safety, security and accessibility (the claim on value will be disputed), the Canadian Taxicab Operators fail to grasp the role sharing has on the psyche of Canadians on the move, in the time of the exploding sharing economy.

Will it work? Only time will tell, but we are clearly in the side if the skeptics.

The Canadian Taxicab Companies group lists its members in Calgary (Checker Group, Associated Cab Company), Edmonton (Taxi Service Group), Montreal (Taxi Diamond), Ottawa (Coventry Connections), Toronto (Royal Taxi) and Vancouver (MacLure’s Cabs, Vancouver Taxi, Yellow Cab, Black Top & Checker Cabs). Perhaps fearing it's next to hit Uber's radar, the site also lists Winnipeg (UniCity Taxi, Duffy’s Taxi) is also listed on the site.

Related resources
Taxi companies start national anti-Uber campaign
New website features 'Taxi Truths' and takes aim at Uber
Canadian Taxi Monopoly is attempting to curb consumer choice
Uber provides the taxi industry a good kick in the pants

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