Starting today, Aucklanders can park their utes, delete their ride share apps, and cancel their suburban plans. Instead, retro red taxis will descend across the city, taking passengers straight to its heart.
Heart of the City is unveiling 'Straight to the Heart', where three free taxis will give spontaneous rides into the centre with no app and no booking; rewiring how we visit and interact with Auckland city centre. Passengers can also request a location of their choice within the heart of the city**.
The service runs selected hours from Thursday to Sunday, 30 October until 16 November. Each passenger will be eligible for a $10 credit to return home using a fellow co-op taxi, powered by YourRide*.
Viv Beck, CEO of Heart of the City, says it’s about throwing your hand out and seeing where the taxi takes you in the inner city.
"We wanted to make it effortless—no parking stress, no plan needed, just a fun nudge back into the heart of Auckland."
Operating across Ponsonby, Newmarket and Takapuna, the 90’s styled taxis return to an era when taxi drivers were the city’s great beholders of navigation, spontaneity and knowledge.
Passengers may be given surprise vouchers to use during their visit; it could be tickets to Bullrush Improv at Basement Theatre, drinks at an iconic bar, or karaoke with friends, among other selected offerings.
For those who may have forgotten the art of hailing a cab, one should adopt an upright posture, throw their hand out determinedly, and make clear unflinching eye contact with the taxi driver. The driver will know what to do from there.
Straight to the Heart taxi drivers have been scrupulously handpicked, selected for the quality of the secrets they hold, their ability to drive without digital navigation, and their penchant for hunting down great spots in the city centre.
Amongst the drivers is Dipa, who’s been servicing the central city since 2011. is known for his encyclopaedic knowledge and undying love for the city, Dipa says, "I've spent ten years connecting with both Auckland and Aucklanders. I've witnessed everything, the tears, the joy, the Oyster Bay spilt on my carpet. I’m excited to show you the secret corners of the city."
Beyond the taxis themselves, the campaign will unfold across social media, billboards, and teaser videos showing where the cars will appear next.
“This campaign is about rediscovery, connection, and a little bit of surprise, by making it easy to come straight to the heart” says Ms. Beck.
*Ts&Cs apply
**Heart of the City boundary map
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