Ogilvy & Howorth Give Cabcharge A Fresh Look

Ogilvy & Howorth Give Cabcharge A Fresh Look

ASX-listed personal transport business Cabcharge has unveiled a complete rebrand as it renews its focus on driving better travel experiences with continued payment innovation.

The rebrand, conducted in partnership with WPP agencies Ogilvy and Howorth, includes the introduction of the new Cabcharge Digital Pass – a digital version of the popular eTICKET.

The new Digital Pass is a world-first use of Apple’s value-added service token. It will enable organisations to specify exactly when business trips can be taken and by whom.

The new branding, which features a redesigned Cabcharge Plus travel management portal and overhaul of its products, will be promoted in a digital campaign which kicks off on 6 August.

Cabcharge logo

The new Cabcharge logo

Targeting financial decision-makers and their teams, the campaign includes a business travel cost tool that calculates potential savings for businesses that transition from other methods of business travel to Cabcharge.

Cabcharge CEO Andrew Skelton said: “This rebrand is the latest step in our commitment to developing solutions that deliver certainty for companies focused on cost control and flexibility for those more interested in providing convenience to corporate travellers.”

Cabcharge’s new branding accompanies the recent rebrand of its sister company 13cabs by Thinkerbell.

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