Vic taxi campaign backfires on PR firm

The public relations company behind the Victorian Taxi Association's failed Your Taxis campaign has been given the flick following a week of blunders.

The VTA went into damage control on Monday after a social media campaign seeking customer feedback turned into a public relations nightmare.

The campaign was designed to connect with customers and guide the taxi industry, but it unearthed thousands of disgruntled passengers with complaints including homophobia and sexual assault.

On Remembrance Day it got even worse, when the PR company, Ellis Jones, sent out this tweet: "#RememberanceDay(sic) 600,000 taxi trips are taken by war Veterans and widows for treatment purposes. Lest We Forget. #yourtaxis."

The tweet, with Remembrance Day spelled incorrectly, caused another firestorm on social media, many saying it was highly disrespectful.

The VTA said the "marketing was ill-advised, inappropriate and completely unacceptable".

Chief executive David Samuel said the Your Taxis campaign concept and its delivery had not matched VTA's intention, and the PR company had been given the flick.

Ellis Jones has been contacted for comment.