1. M Y B L A C K D I A M O N D
STRATEGIST: CONNOR BYRNE
ART DIRECTOR: CATHERINE LIN
PUBLIC RELATIONS: ANDREW SLAUGHTER

2. M Y B L A C K D I A M O N D
M A R K E T O V E R V I E W
Privacy
Low Uncertainty Avoidance Score
British Culture
British Roots
Success-driven Individualism
C U LT U R E
E C O N O M Y
T E C H N O L O G Y
C O M P E T I T I O N S

3. Sharing Economy
15bn
10yrstoday
335bn
P2P
EU Support Protests By Cab Drivers
M Y B L A C K D I A M O N D
M A R K E T O V E R V I E W
C U LT U R E
E C O N O M Y
T E C H N O L O G Y
C O M P E T I T I O N S

4. All-inclusive plans and location,
GPS-driven apps
Online media, cyber tech2nd and 3rd screens
General Tech Advancement
Cabs Tech Trends
M Y B L A C K D I A M O N D
M A R K E T O V E R V I E W
C U LT U R E
E C O N O M Y
T E C H N O L O G Y
C O M P E T I T I O N S
• Television screens
• Uber and Lyft experiences
• Flat rates, location settings, ratings
• Disruption to post pay to ride cycle
• Global recession and mass consumer shift - P2P

5. M Y B L A C K D I A M O N D
M A R K E T O V E R V I E W Competitions
C U LT U R E
E C O N O M Y
T E C H N O L O G Y
C O M P E T I T I O N S
TFL Services
Private Hire Operators Minicab
Uber

6. M Y B L A C K D I A M O N D
BLACK CA B OV ERVIEW Marketing Mix
P
P
P
P
M A R K E T I N G M I X
L I F E C Y C L E
S W O T
S T R E N G T H S
W E A K N E S S
O P P O R T U N I T I E S
T H R E AT S
roduct
lace romotion
rice
• Iconic design
• Historically 4 door, up to 8 passengers
• Within/on cabs
• In media
• Greater London
• Varied pricing
Time, length of travel, time of day

7. M Y B L A C K D I A M O N D
BLACK CA B OV ERVIEW Life Cycle
INTRO
MATURITY
GROWTHDECLINE
M A R K E T I N G M I X
L I F E C Y C L E
S W O T
S T R E N G T H S
W E A K N E S S
O P P O R T U N I T I E S
T H R E AT S
1654: Parliament approved
licensing services
1662: first license given
to horse carriages
1834: first automobile
license
1958 to 1987: Black Cabs
had the classic Fairway
model and truly made a
symbol
1987 to 2012: people saw
Black Cab as a necessity
to travel in London
2012 to present:
increased competition has
caused a decline in usage

8. • Beloved British symbol
• Highly recognizable
• 24/7 availability
• Reputation for safety, knowledgeable
drivers
• Fierce competition
• Lack of innovation
• Tired brand
• Image of expensive fares
• Lack of advertising
M Y B L A C K D I A M O N D
BLACK CA B OV ERVIEW Strengths Weakness
M A R K E T I N G M I X
L I F E C Y C L E
S W O T
S T R E N G T H S
W E A K N E S S
O P P O R T U N I T I E S
T H R E AT S

9. • Brand image: Prestigious
• Embrace “Britishness”
• Digital/mobile shift
• Introduction to new audiences
• Technology has led to increased
competition in market
• Attachment to phones
• Changes perceived as going against
tradition
• Anticipated extended Tube service
M Y B L A C K D I A M O N D
BLACK CA B OV ERVIEW Opportunities Threats
M A R K E T I N G M I X
L I F E C Y C L E
S W O T
S T R E N G T H S
W E A K N E S S
O P P O R T U N I T I E S
T H R E AT S

10. M Y B L A C K D I A M O N D
COM OBJECTI V ES PR Objectives
S T R AT E G Y ( P R )
S T R AT E G Y ( A D)
C R E AT I V E B R I E F
S T R AT E G Y S TAT E M E N T
IDENTIFY TOP TIER/ KEY JOURNALISTS AND REPORTERS FOR MEDIA LIST AND PITCHES
ORGANIZE MONTHLY PRESS CONFERENCE WITH TOP-TIER JOURNALISTS
LAUNCH SOCIAL PLATFORMS
VNR FOR SYNDICATION
• Pitch Black Cab Announcement to tech/business/lifestyle publications
• Aim for over 3-month UVPM’s of 50,000+
• Target pubs with circulations over 100,000+
• Target key sectors and stakeholders
• Launch press conference
• Influencer Campaign
• Internal employee engagement campaign

11. Creative Brief
WHAT IS THE PRODUCT/SERVICE?
WHAT IS THE PROBLEM/CHALLENGE?
WHAT IS THE ROLE OF COMMUNICATION?
WHAT ACTION ARE YOU TRYING TO INSPIRE?
Official, licensed black cabs in London.
Many factors, such as the economy and increased competition from alternative
transportation services, have contributed to the decline of London black cab use.
We aim to reposition the black cabs as the most luxurious, quintessentially British,
and best mode of transportation.
We want to drive traffic and change people’s opinions of the black cabs.
We want people to choose official black cabs rather than alternative means of
transport for everyday use.
WHO IS THE TARGET AUDIENCE?
The primary target audience is British men and women in the middle class and up.
They are affluent and have a busy work and social lifestyle that requires
transportation around the city. The secondary target audience is young
professionals who are early adopters of trends, socially active, and tech-savvy.
M Y B L A C K D I A M O N D
COM OBJECTI V ES
S T R AT E G Y ( P R )
S T R AT E G Y ( A D)
C R E AT I V E B R I E F
S T R AT E G Y S TAT E M E N T

12. WHAT ARE THEIR CURRENT BELIEFS?
WHAT INSIGHTS DO WE HAVE ABOUT OUR TARGET?
HOW WILL YOU CREATE WORK THAT STANDS OUT FROM THE NORM?
WHAT IS THE CONTEXT/PLACEMENT?
Currently, our target audiences believe that black cabs are more expensive, more
difficult to access, and less interactive compared to other modes of transportation.
Our target prefers British brands and services that convey ‘Britishness.’ They value
privacy, individualism, and stability. They choose products that convey the class
they are in or the class they aspire to be a part of.
We will stand out by emphasizing the black cab’s iconic ties to London culture as
well as the high class associated with these cabs.
Advertisements and public relations pieces will feature in the BBC, Financial Times,
The Guardian, on social platforms, and as environmental executions around London.
M Y B L A C K D I A M O N D
COM OBJECTI V ES
S T R AT E G Y ( P R )
S T R AT E G Y ( A D)
C R E AT I V E B R I E F
S T R AT E G Y S TAT E M E N T

13. M Y B L A C K D I A M O N D
COM OBJECTI V ES
S T R AT E G Y ( P R )
S T R AT E G Y ( A D)
C R E AT I V E B R I E F
S T R AT E G Y S TAT E M E N T
affluent men and women in with busy social
and work lives
black cabs are the best mode of transportation
in London
CONVINCE
THAT
they are efficient, safe, reliable, and
quintessentially British.
BECAUSE

14. M Y B L A C K D I A M O N D
TARGET AUDIENCE Meet Oliver
O L I V E R
T R A C Y
DEMOGRAPHIC
LIFESTYLE
MEDIA USE
CONSUMER BEHAVIOR
PURCHASE PATTERNS
• Male, 25
• Middle class – £26,000
• Masters degree
• Account Executive
• Lives in Canada Water
• Likes to spend in social settings
• Detailed on clothing and accessories
• Pays attention to high-end luxury
trends
• Does extensive research online before
large purchases
• Occasionally browses in stores
• Pub regular
• Clubs
• Workaholic
• Theater
• Foodie
• Gets news digitally (WSJ, BBC)
• Follows AD trades
• Active on Twitter
• Follows brands on Snapchat
• Writes blog

15. M Y B L A C K D I A M O N D
TARGET AUDIENCE Meet Tracy
O L I V E R
T R A C Y
DEMOGRAPHIC
LIFESTYLE
MEDIA USE
CONSUMER BEHAVIOR
PURCHASE PATTERNS
• Female, 53
• Married for 30 years, no kids
• Upper class - £64,000
• Law degree - owns a law firm
• Lives in Chelsea
• Eats organic, loves Whole Foods
• Wears high-end, luxurious clothes
• Highly loyal to some brands
• Rarely buys impulsively
• Looks at products in-store,
purchases online• Loves football, follows Arsenal
• Drinks english breakfast tea in
the morning
• Explores farmers markets
• Yoga
• Reads The Guardian
• Watches BBC, Channel 4 sports
• Uses Twitter for news

16. Traditional Media
NICHOLAS MEGAW– UK BUSINESS AND ECONOMY
TOM ESPINER– UK BUSINESS AND SOCIETY
Pitch: How our new cab offerings will revolutionize the sharing economy and taxi
industry through accessibility and desire
Pitch: Exclusive with black cab CMO on the idea behind the new update, the power
of experiential vehicles and intrinsic Britishness of service
DAVID HELLIER– UK TECH AND SOCIETY
Pitch: Spokesperson Judge Law on how card will affect the tech and transportation
industry and make Black Cabs more of an option to working parents.
M Y B L A C K D I A M O N D
PR EX ECUTIONS
T R A D I T I O N A L M E D I A
C O N T E M P O R A R Y M E D I A
M O C K U P

17. Press Conference
PRESS EVENT WILL FEATURE BLACK CAB CEO AT COMPANY HEADQUARTERS
TO LAUNCH BLACK DIAMOND CARD
• Top-tier media will be invited
• Press materials will be distributed in person and through wire services
• Company experts will be available for interviews
• Desk-sides will be scheduled
• 3% cash back on all Black Cab rides
• 2% cash back from “British” stores
• Have to ride 15 times a year to keep
3% cash back perk
• Average card holder income £30,000
M Y B L A C K D I A M O N D
PR EX ECUTIONS
T R A D I T I O N A L M E D I A
C O N T E M P O R A R Y M E D I A
M O C K U P
PUBLIC CARRIAGE OFFICE
GEORGE WALKER
BLACK DIAMOND

18. Contemporary Media
LAUNCH SOCIAL PLATFORMS
Reach secondary audience, tech-savvy businesspeople, and get them to become
brand loyal (@OfficialBlackCab)
VNR LAUNCH
Video News Release created by digital team that highlights aspects of the new
card, perks, differentiation, desire to ride, etc for syndication to local stations in
and around London. [To launch 3-4 weeks prior to launch]
INFLUENCER CAMPAIGN
• 10 top-tier influencers in tech/transportation space
• Each week, influencer to post on journeys around London, highlighting cab
experience and new card offerings
• Posts will be visual, with go pros as a major aspect of posts
• #MyBlackDiamond
INTERNAL ENGAGEMENT CAMPAIGN: BLACK CAB DRIVERS
• Weekly campaign capitalizing on raw Cab Driver stories
• Storytelling to include importance of role, history and personal connection to
brand and transport
M Y B L A C K D I A M O N D
PR EX ECUTIONS
T R A D I T I O N A L M E D I A
C O N T E M P O R A R Y M E D I A
M O C K U P

19. #MyBlackDiamond
M Y B L A C K D I A M O N D
PR EX ECUTIONS
T R A D I T I O N A L M E D I A
C O N T E M P O R A R Y M E D I A
M O C K U P
July 10
vic_pendleton
Hyde Park, London
15,046 likes Excited to take my bike to hyde park this
morning #MyBlackDaimond
PHOTO
4G 72%10:13 AM

20. @OfficialBlackCab
M Y B L A C K D I A M O N D
PR EX ECUTIONS
T R A D I T I O N A L M E D I A
C O N T E M P O R A R Y M E D I A
M O C K U P
facebook.com/
Official Black Cab
Official Black Cab
@OfficialBlackCab
Jason Home
Timeline About Photos Reviews More
PEOPLE
156,141
Search for posts on this Page
Official Black Cab
20 min
"It's my life, and it's more than a job. It's a service and a
luxury that is part of our English fabric–there's nothing like
it.” -Morris Forthergill, a 10-year London Black Cab Driver.
Originally from Nottingham in northern England, Forthegill is
one of thousands of Brits whose sole life revolves around
the struggling taxi business. However, Forthegill isn't
discouraged and he won't back down. Like many black cab
drivers. Read More
likes
SPECIAL
PUBLIC CARRIAGE OFFICE
GEORGE WALKER
BLACK DIAMOND
@OFFICIALBLACKCAB
@OFFICIALBLACKCAB
We partnered with Barclays to bring you even
more benefits when you ride with us.
Learn More
Like Comment Share

21. @OfficialBlackCab
M Y B L A C K D I A M O N D
PR EX ECUTIONS
T R A D I T I O N A L M E D I A
C O N T E M P O R A R Y M E D I A
M O C K U P
twitter.com/
7,917
Official Black Cab
@OfficialBlackCab
TWEETS
527
FOLLOWING
12,194
FOLLOWERS
2,030
LIKES
London, UK
Joined August 2011
Tweets Tweets & replies Photos & videos
Home Moments Notifications Messages
Official Black Cab @OfficialBlackCab · Jul 13
Americans invented ride-sharing, but what do they
know about the Black Cab? #ForeverOurs
92 122
Search Twitter
@OFFICIALBLACKCAB
@OFFICIALBLACKCAB
Official Black Cab @OfficialBlackCab · Jul 10
You're late to work. The surge is up. Skip the wait
and do what we know best #HailABlackCab
@OFFICIALBLACKCAB

22. 100% Black
60% Black
100% Black
80% Black
Typeface
Hashtag: #MyBlackDiamond
Ad copy typeface
Winterthur Condensed
Regular
EPERIANIMA VELENIM ILLITION NIAS
DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910
Style
M Y B L A C K D I A M O N D
A D EX ECUTIONS
S T Y L E
B L A C K D I A M O N D C A R D
G U E R I L L A A D S

23. Black Diamond Card Outdoor
M Y B L A C K D I A M O N D
A D EX ECUTIONS
S T Y L E
B L A C K D I A M O N D C A R D
G U E R I L L A A D S
THIS COULD BE YOURS
THE NEW BLACK DAIMOND MASTERCARD
REWARDS YOU FOR EMBRACING YOUR BRITISHNESS
#MyBlackDiamond

24. Guerilla Ads
M Y B L A C K D I A M O N D
A D EX ECUTIONS
S T Y L E
B L A C K D I A M O N D C A R D
G U E R I L L A A D S
WISH YOU HAD A SEAT?
TAKE A BLACK CAB
SEATS ARE GUARANTEED

25. M Y B L A C K D I A M O N D
A D EX ECUTIONS
S T Y L E
B L A C K D I A M O N D C A R D
G U E R I L L A A D S
YOUMIGH
T GET WIFI HERE WHEN THE DO
OROPENS
OR JUST TAKE A BLACK CAB.
YOU’LL HAVE SERVICE THERE.

26. M Y B L A C K D I A M O N D
A D EX ECUTIONS
S T Y L E
B L A C K D I A M O N D C A R D
G U E R I L L A A D S

27. Evaluation
TOP TIER/ KEY JOURNALISTS AND MEDIA LISTS
• Creation of successful relationships with key media players
• 3-month UVPM’s of 50,000+
• Land articles in pubs with circulations over 100,000+
PRESS CONFERENCE LAUNCH
• Successful interviews leading to long-lead stories
• Positive mentions in key media sectors through syndication of press materials
SOCIAL PLATFORMS AND CAMPAIGNS
• Maintain 6-month social traffic and increase visitors by 20% each month
• Maintain 15% engagement through FB AD campaign
• Influencer Campaign to drive card purchases by 30%
• Internal employee engagement campaign to drive employment satisfaction
Surveys to go out to employees at 6-month mark
VNR FOR SYNDICATION
• Monitor digital engagement for 6-month period
M Y B L A C K D I A M O N D
EVA LUATION

28. Tentative MarCom Schedule
M Y B L A C K D I A M O N D
TIMELINE
JUNE 16’ AUG 16’ SEP 16’ DEC 16’
Launch social media
platforms
Embargoed VNR’s go
out for syndication Evaluate success of
campaigns, social,
digital and
advertisements
Final touches on
VNR materials
Official launch of
product
Launch
advertisements in
London and
surrounding areas
Launch Influencer
campaign
Press conference
with CEO
Launch employee
engagement
campaign
Pitch long-lead
tradition media and
distribute press
materials through
wire

29. Works Cited
M Y B L A C K D I A M O N D
WOR KS CITED
Addison Lee. Addison Lee Limited, n.d. Web. 22 June 2016. <https://www.addisonlee.com/passenger-services/>.
Beetlestone, Ian. "The History of London's Black Cabs." The Guardian. Guardian News and Media Limited, 9 Dec. 2012. Web. 22
June 2016. <http://gu.com/p/3cch8/stw>.
Chrisafis, Angelique. "France Hit by Day of Protest as Security Forces Fire Teargas at Taxi Strike." The Guardian. Guardian
News and Media Limited, 26 Jan. 2016. Web. 22 June 2016. <http://gu.com/p/4g5n7/stw>.
Christopher, David P. British Culture: An Introduction. 3rd ed. Milton Park: Routledge, 2015. Print.
Hannah, Felicity. "Something Borrowed: The Booming Sharing Economy Means you May Never Have to Buy Again." Independent.
N.p., 2 June 2016. Web. 22 June 2016.
<http://www.independent.co.uk/money/something-borrowed-the-booming-sharing-economy-means-you-may-never-have-to-buy
-again-a7061236.html>.
Healy, Tim. "Heart Throb Jude Law Sets Pulses Racing at Market Harborough Restaurant Ascough's." Leicester Mercury. N.p.,
20 June 2016. Web. 22 June 2016. <http://po.st/7IBEOf>.
"June 1654: An Ordinance for the Regulation of Hackney-Coachmen in London and the places adjacent." Acts and Ordinances
of the Interregnum, 1642-1660. Eds. C H Firth, and R S Rait. London: His Majesty's Stationery Office, 1911. 922-924. British
History Online. Web. 13 June 2016. <http://www.british-history.ac.uk/no-series/acts-ordinances-interregnum/pp922-924>.

30. M Y B L A C K D I A M O N D
WOR KS CITED
"London Black Cabs." Your Taxi Meter. N.p., n.d. Web. 22 June 2016.
<https://yourtaximeter.com/local-authorities/view/london-black-cabs>.
Knight, Sam. "How Uber Conquered London." The Guardian. Guardian News and Media Limited, 26 Oct. 2015. Web. 22 June
2016. <http://gu.com/p/4tjk3/stw>.
Kollewe, Julia, and Rob Davies. "EU Backs Sharing Economy in Boost for Uber and Airbnb." The Guardian. Guardian News and
Media Limited, June 2016. Web. 22 June 2016. <http://gu.com/p/4k5jf/stw>.
Mini Cab It. O2, n.d. Web. 22 June 2016. <https://www.minicabit.com/london-taxi>.
Smith, Oliver. "The 6 Uber Challengers in London and the Real Reason None of Them will Succeed." The Memo. N.p., 26 Oct.
2015. Web. 22 June 2016. <http://bit.ly/1LWHKjX>.
"What About the UK?" Greet Hofstde. ITIM International, n.d. Web. 22 June 2016.
<https://geert-hofstede.com/united-kingdom.html>.