Tourism officials of Chengdu, the hometown of the Giant Panda, are promoting the ancient city during the London 2012 Olympics to promote the city as a tourist and holiday destination.

London Taxi Advertising contacted the tourism office to promote the effectiveness of Taxi Advertising and recommended the Outdoor Format to promote the diverse business and cultural city to the international audience in London during the Olympics.

The iconic London Taxis are the advertising platform for the destination of Chengdu helping transport the idea of visiting the city into the minds of consumers every day over the summer.

Go Chengdu ran a competition on their Facebook and website encouraging visitors to vote for their favourite taxi design which was to be wrapped on iconic London black cabs.

The winning taxis have been commissioned to run as part of a three month campaign of Full Livery and Superside Taxi Advertising formats.

The eye catching Full Livery taxis have been designed to mimic the look of a panda, and will be complemented by the Superside design which shows a cartoon panda in its natural habitat surrounded by bamboo.

All taxis promote the website details of Go Chengdu.

Giant Pandas are native to China and are a symbol of the country, whilst featured on the taxis they will travel through popular tourist sites including Piccadilly Circus, Buckingham Palace, Marble Arch and Trafalgar Square.

Sales director Paul Tremarco at London Taxi Advertising worked on the campaign in order to target tourists, business commuters, leisure and shopping audiences in London.

“The team at London Taxi Advertising are very pleased to introduce the innovative use of taxi advertising and we are excited about the working partnership with Go Chengdu to promote this fantastic destination on iconic London Black Cabs,” he explained.

“Taxi Advertising is a great tool for getting a message across to a mass audience, and therefore increasing awareness of Chengdu as a tourist destination and encouraging visits to the city.”