For Scott Aves, a London taxi driver with nearly 20 years of experience, driving a cab wrapped in the “Choose New Jersey” campaign has been an eye-opening experience. Aves, who took on the part-time gig a few months ago, didn’t know much about New Jersey before getting behind the wheel of the uniquely wrapped taxi. But now, as he cruises through the streets of London, he’s learning about the state’s rich connections to the United Kingdom—and gaining more attention than he ever expected.
“I didn’t know much about New Jersey before I took this job,” Aves said with a chuckle. “I’m learning now.”
As it turns out, New Jersey shares a surprising number of connections with the UK. Aves was unaware that many counties in New Jersey—Essex, Sussex, and Gloucester, for example—are named after places in the United Kingdom. Similarly, several towns in New Jersey, including Evesham, Manchester, Southampton, and Weymouth, have ties to British namesakes. Even the Isle of Jersey, famously known for its dairy cows and financial services, shares a connection with New Jersey—though Aves was already pretty confident about that one.
The car Aves drives is part of a clever marketing campaign by Choose New Jersey, the state’s tourism and economic development arm. The initiative aims to raise awareness about the Garden State by promoting its unique culture, attractions, and economic opportunities. And in a city like London, known for its iconic black cabs, a New Jersey-wrapped taxi stands out as a particularly creative promotional tool.
“A Unique Gig”
For Aves, who’s driven a variety of advertiser-wrapped cars over the years, the Choose New Jersey taxi has been unlike any other. Not only is it catching the attention of passersby, but it’s also becoming a hot spot for tourists eager to snap a picture. “I have people coming up to me just to take pictures of themselves with the car— they don’t even need a ride,” Aves said. It’s a phenomenon he’s never experienced with any other vehicle he’s driven.
The Choose New Jersey campaign is part of a broader initiative to boost tourism and business in the state. The campaign highlights the state’s diverse attractions, including world-class beaches, cultural landmarks, historical sites, and vibrant cities like Newark and Jersey City. By wrapping cabs in eye-catching advertisements, the campaign has sparked curiosity among Londoners and tourists alike, many of whom might not have thought about New Jersey beyond the basics.
“I’ve had people approach me from all over,” Aves added. “Some know exactly where New Jersey is, others are a little unsure. But when I tell them about all the connections between New Jersey and places like Essex and Gloucester, they’re always surprised.”
The attention surrounding these wrapped taxis in London reflects a growing international curiosity about New Jersey. The use of iconic London cabs as a medium for such a campaign gives a unique opportunity to reach tourists and business professionals who might not otherwise consider New Jersey as a destination.
More Than Just a Taxi Ride
While Aves’ primary role is to drive his passengers to their destinations, the real success of this promotional initiative is the conversation it sparks. From talking about the state’s history to educating people about its varied attractions, Aves is inadvertently becoming a tourist ambassador for New Jersey.
The experience has also given Aves a newfound appreciation for the state. “I’ve never been to the States before, but New Jersey sounds like a place I need to visit,” he said. In fact, he’s now considering a trip to the Garden State once the promotional campaign wraps up.
As Aves continues his shifts behind the wheel of the Choose New Jersey cab, he’s become more and more intrigued by the state’s cultural offerings. Whether it’s the iconic boardwalks, the vibrant music scene, or the proximity to major cities like New York and Philadelphia, Aves is now eager to experience it all firsthand.
The Jersey Effect
The campaign’s success can also be seen in how it connects the dots between New Jersey’s history and its modern-day attractions. The idea of having a “Jersey-wrapped” cab in London is just one example of how creative marketing can put New Jersey on the map in unexpected places. The promotion will continue for a few more months, and Aves is excited to see where it goes.
But once the campaign concludes, he’s already planning his next move—whether it’s hopping into a new cab to drive or, perhaps, booking his first trip to New Jersey. If the buzz continues, he may be one of many Londoners who make their way across the Atlantic to see the state for themselves.
For now, though, Aves is content to drive the Choose New Jersey cab, basking in the steady stream of curious passengers, tourists, and photo-ops that come with it. New Jersey’s distinctive charm, it seems, is making its mark on London in ways no one expected.
