Taxi industry was briefed on #YourTaxis campaign strategy at conference in September

Ellis Jones TaxiThe Victorian Taxi Industry appears to have been given a sneak peek of the #YourTaxis social media campaign that turned into one of the biggest public relations failures of the year at its conference in early September.

Hours after the Victoria Taxis Association announced it had fired the agency behind the #YourTaxis Twitterfail, Ellis Jones, the preview of the campaign given to the Victorian Taxi Industry Conference by Rhod Ellis-Jones appeared on social media.

Ellis Jones handled the development of the #YourTaxis campaign, but was dropped from the account after a Remembrance Day tweet offended social media users.

The presentation, titled “Communicating & Connecting, The 21st Century Taxicab Experience”,  talked about connecting with empathy and relevance, stating “how I choose to travel reflects who I am”.

Under the heading of “Communication” it says: “right method, message, timing”.

Read the full presentation here.

“I say taxi and you think and feel…” and “how I travel reflects who I am,” the presentation said.

In a summary of the presentation on the Australian Taxi Industry website said: “Rhod Ellis-Jones delivered a session on a state-wide public relations and community engagement campaign, ‘Your Taxis’ to promote the role of taxis in the community. He asked participants for the stories, and VTA staff helped collect the large number of stories – next job is work out which ones are publishable!”

Ellis-Jones also looked at the nudge theory with the agency suggesting that there were trigger points where they could ask what people were feeling, how the taxi brand could be present, what message or incentive will have impact and “how do we validate the decision at every point along the value chain?”

The presentation finished with the line: “Market forces change, emotional connection doesn’t”.

Simon Canning


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