Travel company Inspiring Journeys has launched a new experiential campaign, ‘the Kakadu Cab.’
The idea, by creative agency Arnold Furnace, gives unwitting taxi passengers 15 seconds to decide whether to go on to their intended destination, or be taken to Kakadu to experience one of Inspiring Journeys’ Top End holiday packages.
The trips will be filmed to create content to showcase Kakadu and Inspiring Journeys’ range of trips. The cab will travel around Sydney for two days in August and will be giving away a Kakadu trip to four different couples.
Tom Spicer, executive creative director Arnold Furnace, said in a press release: “What better way to challenge people’s propensity to put off visiting Kakadu than to get them to make a spontaneous choice. The Kakadu Cab is about shaking them off their conveyor belt and getting them to try something amazing, right now. At its heart it’s about exposing the dilemma between responsibility and adventure that exists to some degree in all our lives, we’re just dialing it up to the max,”
The campaign isn’t the first time a taxi has been used in a tourism promotion. Tourism Western Australia created the Extraordinary Taxi Ride in 2010.