How taxis helped us put Tate Modern on the map

By Nadine Thompson

We all know how powerful "word of mouth" is, writes Nadine Thompson. As every West End theatre producer will tell you, the most effective medium for this is the London taxi driver. Not only do tourists and Londoners rely on cabbies knowing the way to any venue but their advice and opinions on what to see and do in London are equally sought after. I know of taxi drivers taking passengers to the correct gallery when the only information they've been given is the name of a particular work of art.

So in 2000, with this in mind, Damien Whitmore, Tate's then head of communications, dreamt up what was to become one of the most popular and unusual events surrounding the opening of Tate Modern.

Walking around Bankside and Borough today, it is hard to recall that at that time it was a relatively unknown part of London. There was a real need to ensure that those involved in transporting people round the city knew where we were and how to get to us. We were also aware that modern art provokes debate and that this debate is perfect for a cab journey conversation.

So, for many reasons, we felt that the people who should have the first glimpse inside the new gallery, before even its press or art world openings, should be London cabbies. They would spread the word about where the gallery was located and what it contained. About 500 cabbies and their families turned up on the assigned day. The cabbies' positive reaction generated extensive media interest and coverage.

More recently, when the Turner Prize was presented for the first time outside London at Tate Liverpool last autumn, Tate offered courses in modern art appreciation to the city's taxi drivers to develop their potential as "cultural ambassadors". Now you can get into a cab at Lime Street station and expect your taxi driver to chat knowledgeably about the shows in the city.

Cabbies attend workshops at Tate Liverpool to explore how the gallery can help them get more out of the art on show there. Free tickets, private group tours and an introduction to contemporary art are all on offer.

Nadine Thompson is head of communications at Tate