As part of a Christmas Campaign, 118 118 directory enquiry service, are giving out free cab rides in London today in a fleet of branded black cabs.

Ten branded taxis will be driving around zones 1 and 2 this evening between 6pm and 12am, picking up lucky passengers who manage to flag them down.

188 188 have planned this event because according to its data, this evening will be the busiest night of the year for people looking for a cab – an evening they have named ‘Cabmaggedon’

William Ostrom, Communications Director, said “The run up to Christmas is a busy time for everyone – 118 118 included. As well as reminding people to book their travel through our directory of taxi services, we also wanted to give Londoners a little something extra this holiday season.

“Whether you are doing your last minute Christmas shopping or heading out to party, keep your eyes peeled for the 118 118 cabs this Thursday for your chance to win a ride on us.”

The 118 118 campaign has been featured in press adverts on tube escalator panels and in The Metro today.
Users on Facebook will also have the opportunity to win taxi rides in the run up to Christmas, by dropping a pin to display where they would like to be picked up from.

Ubiquitous, an advertising company, has managed the branding of the recruitment of cab drivers, UK taxi insurance and branding of the cabs.

This event is part of a larger marketing campaign from 118 118, called “Everyone’s Little Helper”, which will launch across the UK this December.

The campaign includes press advertising, digital and non-digital outdoor and escalator panels which will emphasise the number of people who use the 118 118 service will help with festive questions, from ordering takeaways when turkey becomes too much, to finding the last train home when you’re worse for wear.