Veritas Communications has been named the PR agency of record to Hailo, a booking and payment app connected to Toronto’s cab network.

Hailo, a U.K.-based company, will launch in Toronto this fall, and will be promoted to residents through brand advocates, seeding the program over digital, social media, promotional and traditional channels of PR. The app allows users to call a cab based on a phone’s GPS location and pay wirelessly over the phone, connecting people to drivers who’ve also downloaded the app.

“We’re thrilled to be working with Hailo on their Toronto launch,” said Krista Webster, president, Veritas Communication in a release. “What better way to get Torontonians talking than discussing the future of transportation in our city. What an incredible conversation Hailo is going to spark.”