For more than 40 years, Cabcharge was the de-facto Australian account payment system providing a way for passengers to pay for taxi fares by non-cash means. It was one of Australia's first technology pioneers and a great example of local innovation. But in the wake of growing competition from rideshare services and alternative payment systems, external perception of Cabcharge had failed to keep pace with the company's digital transformation. It was time to show the Australian business community that Cabcharge had evolved and reinforce that it's an important digital platform for business travel.


To coincide with a new brand identity, Howorth Communications was asked to create a campaign that would introduce a new value proposition. Called Digital Pass, it digitises business travel payments, providing Cabcharge with the opportunity to show real innovation and enhance its reputation as Australia's leading personal transport business. The campaign had to deliver targeted earned media coverage and generate qualified leads for the Cabcharge sales team, ultimately driving engagement with existing customers and new business prospects.


  • Outcome: Generate 400 targeted sales enquiries
  • Impact: Create opportunities for target audiences to engage with and find out more about Cabcharge's proposition - measured by number of visits to campaign microsite and conversion to enquiry against benchmark of 3.04%
  • Output: Reach 80% of target audience with more than a million impressions.