Taxi Stockholm - Taxi Trails

People visiting Stockholm often end up on the common tourist trails. This summer we teamed up with Taxi Stockholm to help tourists discover the real Stockholm. We created a new type of tourist guide based on GPS-data from the millions of local taxi trips Taxi Stockholm makes every year –  which we mixed up with Google Maps – to get people to experience Stockholm as the locals do.


Just follow their tracks on www.taxitrails.se


Taxi Trails created a lot of buzz, where people praised the smartness of the idea in social and traditional media. More importantly, despite Stockholm having the hottest summer in years, sales increased by 6% during the campaign weeks. And suddenly many people started to look at Taxi Stockholm - a company that's been around since 1899 – as an innovator rather than a follower.

We created an integrated campaign where we reached tourists in Stockholm through outdoor ads, flyers in hotels and of course – in cabs. We also connected with travel and tourist sites through PR and advertising. The guide itself was available for desktop, tablet and mobile for maximum reach.

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