Taxis hail new Vikings! exhibition

AN exhibition has opened today at the National Museum of Scotland, comprising 500 Viking-related objects from the world-renowned collections of the Swedish History Museum in Stockholm.

And advertising the Vikings! exhibition are seven local taxis, as part of a promotional campaign including print, online, social and outdoor media.

The taxi-based campaign is in association with London-based taxi advertising agency, Ubiquitous.

Kerryn Fraser, marketing officer at National Museums Scotland, is quoted in an Ubiquitous media release, as saying: ‘The marketing and communications activity for the Vikings! exhibition is aimed at raising awareness and generating visits, whilst creating good visibility and a strong presence and share of voice.

“The exhibition aims to attract a broad audience of adults and families, from regular arts and culture attendees to new fans of the Vikings. Incorporating taxi advertising as part of the campaign enables us to ensure that our message is reinforced in areas where other media is running, as well as infiltrating those streets where our activity is otherwise light.”