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Suncoast bets on cabs again with rebranded Mozzie Cab fleet
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network2media Bureau   
Friday, 23 September 2011 09:00 (IST)
DURBAN: SUNCOAST Casino and Entertainment World have renewed their branding contract with Mozzie Cabs for the third successive year and, at the same time, they have implemented a fresh new creative look on the 43 mini cab vehicles that drive home the SUNCOAST message on Durban's roads.

Noteworthy initiative on wheels Implemented once again by vehicle branding and transit media specialists, Graffiti, the 43 newly-branded cabs feature a plain black background with bold pink, turquoise and white spots that allude to the appearance of bright spotlights. The colourful SUNCOAST logo has been created in reflective vinyl allowing it to be visible at night. The logo is underscored by the line 'Winners Know Where to Go'.

The mini cabs service the wider Durban area and form an eye-catching method of getting the SUNCOAST brand beyond the perimeters of their property through a 24/7/365 type of advertising medium.

Louise HowellSUNCOAST marketing manager, Louise Howell, commented, "Our objective with the branded mini cabs has always been to get the SUNCOAST brand out into the public arena of Durban and its surrounds, using an alternative medium that stands out and garners attention. The mobility of the medium means that we are getting adequate spread across the geographical areas of Durban and the sheer volume of vehicles ensures that there is an impact made and that people are alerted to them regularly."

GraffitiGraffiti director, David Ferguson, added, "The SUNCOAST cabs have become an iconic feature of the Durban roads over the last few years – people know them and recognise them. The new branding is an excellent way of once again drawing attention to the SUNCOAST brand and ensuring people do not become immune to the communication. And the colourful creative implementation with reflective vinyl will ensure that this is now achieved both at night and in the day!"

SUNCOAST specifically chose to renew their branding contract with Mozzie Cabs for a third term as opposed to any other cab company because of their professional service to both SUNCOAST and its guests. Howell said, "The customer experience is paramount to us and with the SUNCOAST branding on the cabs, guests have the same level of service expectation that they receive at our resort. We are happy that Mozzie Cabs always meets this service expectation."

The branded cabs not only form an effective advertising medium for SUNCOAST, they also provide synergies between the medium and the SUNCOAST offering. For instance, utilising the cabs for transportation for events such as 'The Mercury Wine Week' or the 'SUNCOAST Whisky Club' provides a positive association with the brand through its social responsibility awareness towards drinking and driving. And it also ensures that the SUNCOAST experience goes that little bit further, right to the front door of guests' homes.

Howell ended by saying, "Our feedback with regards to the cabs has always been positive, in fact, people very often refer to the vehicles as the 'SUNCOAST' cabs. There is no other outdoor medium that is as unique and talked-about as the cabs and certainly none that suits our brand so perfectly."
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