Swan Taxi fleet set to promote WA to the world

8/8/00
Transport Minister Murray Criddle said today that the 900 cabs in the Swan Taxi fleet were set to become important promotional tools for the State's flourishing tourism industry.
Launching the tourism initiative at Burswood Hotel today, Mr Criddle said that the distinctive blue brushstroke and yellow sun of the BrandWA logo would now appear along the side of the entire Swan Taxi fleet.
The Minister said the launch was an important step in the development of BrandWA as the recognisable logo of Western Australia.
"Taxis are often the first contact tourists have when visiting our State and it's important they are exposed to the personality of WA - that of being fresh, natural, free and spirited," Mr Criddle said.
"BrandWA captures the characteristics of our State - friendly people, a spirited life-style; our unique natural landscape with its pristine environment; temperate climate and diversity of activities, places and produce."
The adoption of the logo comes after three years of collaboration between the Western Australian Tourism Commission and Swan Taxis.
Shane Crockett, chief executive of Western Australian Tourism Commission, said today's launch followed the success of the use of the BrandWA icon strip on all rear windows of Swan Taxis.
"The BrandWA Swan Taxis initiative promotes a friendly, welcoming image for WA and also reflects Swan Taxis' commitment to the promotion of Perth and WA," Mr Crockett said.
"Consistent 'branding' of the State by WA businesses has helped us develop a strong marketing position. BrandWA is a strong and motivating image.
"By continuing to present the brand nationally and internationally in all communication we are achieving greater memorability and awareness world-wide."
It was recently announced that BrandWA won the Australian Marketing Institute's Public Sector Marketing Award in the category of Leadership in Marketing - an added incentive for being associated with the BrandWA logo.
Kevin Foley, managing director of Swan Taxis, said he was pleased and excited to be involved with such a successful marketing strategy.
"Swan Taxis was a founding partner of BrandWA and we have been searching for some time for a way to lift the image of the taxi industry in Perth," Mr Foley said.
"We feel confident that this will also make the community of WA more aware of the importance of tourism to the State," he said.
A swan plus several other eye-catching icons including a whale tail and a cyclist are part of the promotional program.
The BrandWA logo is also a common sight on vehicle number plates, registration stickers, drivers licences, Swan Taxis drivers' uniforms, and Government stationery.
Media Contact:
Doug Cunningham 9321 7333 (for Minister for Transport)
Media Contact:
Fiona Cooper
Corporate Communications Project Manager
Western Australian Tourism Commission.
Telephone: 08 9220 1708