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Transport For London (TFL) London 2012 Olympics Taxis

Ubiquitous asks cabbies to consider advertising, not price rises, during Olympics


By Ishbel Macleod, PR and social media consultant

November 14, 2011 | 2 min read

Taxi drivers are asking Transport for London (TfL) for permission to raise fares by 20% during the Olympic Games, but taxi advertiser Ubiquitous has suggested that cabbies could instead take advantage of the increase in customers through advertising.

The Licensed Taxi Drivers Association (LTDA) has asked for the premium evening rate to be charged in the daytime during the Olympics and Paralympics, with TfL having until February to make a decision. The taxi drivers say that the extra traffic likely to clog roads during the Games will cost them significant revenue, with 40% of LTDA members saying they currently plan on taking their summer break during the Olympics.

Andrew Barnett, MD at Ubiquitous Taxi Advertising, said: “If other businesses are planning to do well out of the Olympics, London’s taxi driver community is totally justified to do so as well. This is fair compensation for the heavy traffic drivers will have to endure at the time of the games.

“However, raising fares is not the only way taxi drivers can look to maximise revenues.

“With advertising on iconic British taxis at a premium during the Olympics due to an expected increase in the capital’s footfall, drivers will be paid more than ever to carry ads. This opportunity will offer extra income to drivers off the back of the games at no extra cost to the passenger.”

Transport For London (TFL) London 2012 Olympics Taxis

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