How Autocab challenged the perception of the taxi industry

F ormerly a manufacturer of in-cab radios for private hire firms, Autocab has transformed its business to provide its customers with the SaaS-based technology they needed to rise to the challenge posed by ride hailing apps, which have disrupted the taxi industry dramatically.

In the process, Autocab has created a suite of solutions – including iGo, a booking network that is connecting local taxi firms and allowing them to fulfil customer demand nationally. These solutions have the potential to become an integral component within the mobility revolution which is currently transforming the transport industry. To realise that potential, Autocab needed to be placed firmly on the radar of key industry leaders – not just within the taxi sector but within the broader transportation and business travel market.

This would be difficult, however, as Autocab needed to gain a large share of voice in a marketplace where the news was heavily focused on the rise of ride hailing apps, and a pervasive view that this was the driving force behind the mobility revolution. So, in 2018, Autocab enlisted Fourth Day PR to help change that perspective.

The PR objective

The main objective was to raise awareness of Autocab by highlighting how its technology is galvanising a previously fragmented private hire industry. This awareness campaign would raise the profile of Autocab with media coverage, through awards and at events. It would also target key industry organisations on LinkedIn.

To build a credible story, we wanted to draw attention to the company’s success story within business titles and establish Autocab as a fast growing tech company in publications capable of reaching key sectors, both nationally and internationally.

The campaign’s distinct messages formed the foundation for all content and media interviews. They positioned Autocab as a:

• friend and ally to the private hire industry
• visionary and thought leader in the transportation industry
• fast-growing technology business

The output for the campaign included a combination of opinion pieces, news stories, editorial features, media briefings, customer case studies, LinkedIn profile raising, speaking opportunities and award entries.

“Fourth Day have improved our visibility which should pay dividends for us in the future. I have been in numerous situations where people have approached me and commented on something they have read about Autocab in the press. There’s been a real shift in awareness which gives us all a platform to build on.”

Safa Alkateb CEO, Autocab

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