Painted in iconic Langham pink, the taxi drove to key landmarks and shopping destinations in Shanghai carrying the mysterious Langham Lady and her Langham butler, who demonstrated British excellence by providing her with service in waiting and assisting with her shopping purchases. Both characters were donned in eye-catching pink ensembles and captured the attention of the many whom they passed.
Whenever the pink taxi stopped, the Langham butler would open the door and show the Langham Lady out graciously. He would accompany her on the streets, into a boutique, restaurant or mall, carrying her goods and even pours her a glass of Champagne and holds up a parasol as she rests on a garden chair under the sun that is placed next to the pink taxi.
As the public crowded around them in curiosity, the Langham butler offered photo opportunities with them and encouraged them to send their photos to the hotel's official WeChat social media platform to have the opportunity to win Langham Xintiandi prizes comprising unique hotel experiences. This initiative had become talk of the town as photos that went viral on social media increased awareness of The Langham brand and successfully created a strong link for the brand to its appealing pink brand colour.
The Langham, Xintiandi, Shanghai introduced the British-style taxi chauffeur service to Shanghai in February 2014 to provide hotel guests with a unique option to travel around the city of Shanghai. Locally named Pinky or Fen Xiao Xiao (Little Pink) in Chinese, the pink taxi can comfortably carry up to five passengers with luggage. The taxi is robust in design and is renowned for longevity and ability to cover hundreds of thousands of miles during a lifetime of use. Currently available for check-in guests, these locations in the city can be accessed at RMB 50 per ride: Lujiazui district, Bund/Yu Gardens, People's Square/Nanjing Pedestrian Road, Jing'an Temple, Hengshan Road/Former French Concession.
The Langham, Xintiandi, Shanghai along with the flagship Langham, London, The Langham, Boston, The Langham, Chicago and The Langham, Melbourne, are home to the pink taxi.