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Public Relations

Veezu – Free taxis for vaccinations

The challenge:

Veezu is the UK’s largest private taxi hire company, with regional presences in Shropshire, the Midlands, West Yorkshire, South Wales and the South West.

To support the first wave of the Covid-19 vaccination rollout and help minimise vaccine wastage, Veezu offered elderly and vulnerable patients free rides to and from appointments at participating GP practices.

Veezu sought Effective’s help to launch and deliver a public relations campaign to raise awareness of the scheme.

The campaign:

With our knowledge of the media landscape, we were able to focus on the local areas of Veezu’s regional hubs – Go Carz in Shropshire, Dragon Taxis in South Wales and V Cars in the South West.

To raise awareness of the scheme, and effectively position and promote the campaign to gather 100% positive coverage, we:

  • Issued releases to key regional titles in Wales, Shropshire and the South West
  • Targeted titles of towns and cities covered by Veezu’s hubs in each region with tailored hyperlocal releases
  • Issued releases to key trade titles
  • Followed successful coverage with further regional, hyperlocal and trade releases when the scheme was extended

The outcome:

Effective secured 36 pieces of broadcast, online and print coverage for Veezu over two months including key titles Professional Driver, Shropshire Star, Bristol Post, Swindon Advertiser, South Wales Argus, Business Live and BBC Radio in Wales, Bristol and Wiltshire, reaching a combined 8.2 million people.

36

pieces of broadcast, online and print coverage

8.2 million

reach