Real-World Solution

Folio: The Magazine for Magazine Management, March 1, 2003

MARKETING

Taxi, Anyone?

Last fall the marketing crew at Elle got the news that rival fashion mag Vogue would be the exclusive media partner at the Mercedes-Benz Fashion Week in February. Realizing they had been shut out of the tents at Bryant Park, they did next best thing. Elle struck a deal with Clear Channel to top 500 New York City cabs with Elle banners and to put up an Elle-sponsored taxi stand on the sidewalk near the park, complete with red carpet and a concierge to open doors. Vice president of marketing Barbara Friedman says, "The joke of course is that you can't get a cab at Fashion Week. We performed a public service and at the same time made sure our advertising message was front and center right outside the tents." (If you find yourself inspired by this clever idea, be warned. You can't just plop a cab stand anywhere you please. Friedman worked with Taxi and Limousine Commission to get a permit allowing Elle to erect an official New York City taxi stand.) Friedman won't reveal how much the whole campaign cost, but says that two taxi stands, a valet, and crew was "surprisingly cheap." She adds, "We were just so excited because a little bit of muscle and imagination have ended up being very cost effective."