It's a golden rule of marketing - know thy audience. But a strategy to attract new customers to one particular service industry backfired when it relied on the thinking of one, err, enterprising taxi driver - who handed strip club vouchers to a 29-year-old woman.

Katherine Firkin, who works for radio station 3AW, has laughed off the incident.

She said she was surprised when her taxi driver on Wednesday handed her "VIP free entry" tickets to see some of Melbourne's finest tabletop dancing venues.

"There were bundles and bundles of these strip vouchers," she told 3AW on Thursday.

"I said to him, 'Is this something you do often?' and he said, 'Oh yeah, yeah, we get them from Melbourne Airport. These girls hand them to us and then we get to hand them out."'

Simon Purssey, marketing and client services manger for 13CABS, has apologised for the incident.

"We're a community service. We don't encourage that type of advertising and we steer as far away from that as possible," he said.

But he couldn't explain why a taxi driver would think a woman would be interested in going to such a venue either.

"Complete lunacy? I don't know. I'm just shocked. It's just ridiculous."

It's the first time such an incident has happened during his 11 years with the company, he said.

A Melbourne Airport spokeswoman said she also wasn't aware of the taxi-driven promotional efforts.

The airport has since stepped up patrols to hopefully catch people handing out vouchers, she said.

Calls to the strip clubs in question were not immediately returned.

steve.lillebuen@fairfaxmedia.com.au