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Burgundy campaign hits London's roads

Published:  23 July, 2008

More than 1,400 black cabs in central London will feature the Burgundy wine advertising campaign in the run-up to Christmas.

The marketing board for Burgundy wines, the BIVB, has reportedly upped its budget by a third in 2007 and hopes to reach more than five million passengers.

The taxi adverts will bear its existing strapline "Burgundy, The Home Of Chardonnay/ Pinot Noir" and will coincide with a print-media campaign.

Nelly Blau-Picard, of the BIVB, the marketing board for Burgundy wines said: "The advantage of this type of advertising is the proximity of the ad to consumers and the extended time available for them to see it.

The BIVB claims the average journey time in a London black taxi is 15-20 minutes and 60% of passengers are ABC1 adults, generally travelling alone or in pairs.

The advertising campaign launches on October 8 until the end of December.