To encourage pre-booking taxis over the holidays 118 118 is today launching a campaign which sees the directory enquiry service offering free cabs for Londoners.

Ten 118 118 branded taxis will be on the streets between 6pm and midnight today, Thursday 15 December, and those who flag the cabs down will get a free ride in zones one and two.

The service aims to encourage pre-booking taxis with one of the 18,000 cab firms listed in the 118 118 directory.

It is part of a wider marketing campaign called 'Everyone's Little Helper' and will highlight the number of people that the 118 118 service will help with festive dilemmas, from finding the last train home, to ordering takeaways.

The campaign is supported by press ads in the Metro and outdoor ads, there is also a Facebook app where you can win rides by dropping a pin to show where they would like to be picked up from.