A BUSINESSMAN from Watford has been making heads turn by instigating the town's first advertising campaign using Hackney carriages.

Mr Joe Zottola, managing director of London-based Italian food company Fiorucci UK, found he was regularly using Watford taxi companies to take him and clients into London and to and from airports.

Mr Zottola explained: "I was surprised to see that there was no opportunity to advertise on the Watford taxis considering the fact it is such a popular idea in other towns.

"I also saw an opportunity for the drivers to earn an additional income from it.

"Besides, if I need to arrange to collect my customers then why not ensure that they know which taxi is for them by having our corporate identity on it?"

The taxi made its inaugural trip as Fiorucci's ambassador at the end of March by taking staff to the International Food Exhibition in London exhibition where it turned many heads.

Watford taxi driver Ian McClymont said: "It has created a lot of interest and I am hoping that other Watford taxis will soon be carrying advertisements from businesses in the area."