Five traditional London black cabs became the leading stars and were the platform around which all other elements of the campaign were built. The cabs and their drivers were transported to America to take part in a two week, twelve city tour driving from New York to San Francisco. Each cab spent 24 hours in each city, offering free rides and appearing on local TV and radio stations, continually delivering the Visit London message.

Full econometric analysis highlighted the power of our communication mix. We smashed our target six times over, delivering 1.3 million additional visitors who spent and extra £450 million. Visits to the website increased by 23%. The campaign attained unparalleled success with PR driving massive broadcast coverage including the main national networks.