Transport Media have teamed up with innovative photo booth provider Megabooth, collaborating on the implementation of a London marketing solution for fashion retail brand River Island.
Promoting the company’s new Oxford Street store, the campaign will combine the outdoor and creative talents of both marketing bodies in order to provide River Island with bespoke PR and taxi livery advertising. On the 10th June, a fleet of taxis fitted with Megabooth photo booths and River Island vouchers will be present along Oxford Street, transporting pedestrians to the new flagship store. A collection of branded taxis will also be released into the capital for a duration of four weeks, providing the ultimate River Island experience through full livery coverage, tipseat adverts and branded receipts.
The taxi artwork is largely comprised of a floral backdrop, corresponding with the approaching summer season. The River Island logo and new store address are clearly displayed, accompanied by the statement ‘Now Open!’. River Island models are also positioned along the vehicle, fitted in seasonal clothes by the brand. The tipseat adverts and receipt booklets are coloured in a vibrant fuschia background, with the River Island name clearly positioned in pale grey lettering, along with the company website, new store address and social media call to action.
A prominent name on the high street, River Island remains a family-owned fashion brand that traces back as far as 1948. Trading globally, the brand has opened stores as nearby as Belgium and right across the world to locations such as Singapore and Canada. A leader in both menswear and womenswear, the chain operates from headquarters in London and has recently launched a clothign range designed by international superstar Rihanna.
From private parties to corporate events and festivals, Megabooth have a range of mobile and static products tailored to suit individual requirements. An innovative promotional device for brands looking to interact with their audience, their impressive client list includes major figures such as Google, ASOS, Glastonbury Festival, Florence and the Machine, the BBC, Vogue and Chelsea FC.
As leaders of the outdoor marketing industry, Transport Media are able to partner with Megabooth in the creation of an effective campaign that fulfils the brief set by River Island. Full taxi livery advertising enables the brand to infiltrate the streets of London, providing high-frequency coverage amongst a relevant retail-oriented and fashion-conscious audience. The additional branches of tipseat advertising and branded receipts allow the campaign to extend towards taxi passengers, offering a longer dwell time for the advert and also planting the store address directly into their hands. With 71% of London taxi users sitting in the ABC1 audience demographic, these supplementary components ensure that River Island is accessing an influential sector of the public.