As we commemorate the end of World War II in Europe and show our eternal gratitude to those who gave their lives and to all of those who played their part to protect us from tyranny, it seems almost a prerequisite to have ‘We’ll meet again’ playing in the background. That song by Dame Vera Lynn is an anthem of hope in British life and seems more poignant today in ‘Lockdown’ than at any time in recent history.

Dame Vera Lynn helped raise the spirits of our troops and their loved ones in the 1940’s and her capacity to engage with, and support our war veterans has continued to this day. With her participation in VE day 2020 it reminded me of meeting her and a very rewarding marketing and PR initiative for the Gulf brand!

Taxicharity.org takes veterans to Normandy each year but in 1994, commemorating the 50th anniversary of D Day the event had an added impetus as 75 London taxis assembled in Horseguards Parade with 150 veterans.

It was a memorable and grand occasion attended by HM Queen Elizabeth, the Queen Mother, accompanied by Dame Vera Lynn in her capacity as Patron of the LTBAFWD (London Taxi Benevolent Association For War Disabled) and Field Marshall Lord Bramall, the Lord Lieutenant of London.

Martin Allerton Polygon Marketing MD recalls: “I was there in my marketing, PR and brand-building capacity on behalf of Gulf Oil GB as Gulf had provided the diesel for the journey. It was a very special day, good weather, many very interesting people and being amongst our war veterans is always an enthralling and, at the same , humbling experience.”

“As you can appreciate, Involvement with such a worthwhile cause was not the only reason Gulf became involved. The initiative offered significant PR and brand building potential which we duly maximised. Dame Vera is a very charming woman with a charisma that only a war time legend and forces sweetheart could possess. Her presence in the images from that day back in 1994, with members of the armed forces alongside the iconic London black cab, proved a perfect cocktail to generate extensive media coverage.”