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Safer travel at night: Mayor of London, Transport for London, Metropolitan Police, Incentivated Ltd

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The Mayor of London, Transport for London (TfL) and the Metropolitan Police have teamed up with mobile marketing agency Incentivated Ltd to launch the world's first text service that enables safer minicab travel in London. The service connects Incentivated's cross-network ‘find my nearest’ application to TfL's constantly evolving database of licensed minicabs, enabling Londoners to receive and call the phone numbers of local licensed minicab firms, from their mobile phones, wherever they are in Greater London. For the telephone numbers of two licensed minicab operators in your area and one general black cab number, text HOME to 60835 (standard rate+35p). With extensive press and news coverage generated, the ‘Safer Travel at Night’ campaign, now TfL's most popular mobile service, has seen an ongoing rise in the number of text requests, more than 70,000 unique users to date, while reducing the number of minicab-related assaults in London by an estimated 45 per cent. Stop Press: TfL's HOME service relaunched on 12/12/06 as ‘cabwise’. For further information please email: info@incentivated.comJournal of Direct, Data and Digital Marketing Practice (2007) 8, 254–258. doi:10.1057/palgrave.dddmp.4350057

Document Type: Research Article


Publication date: 2007-01-01

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