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The Challenge
Belfast International Airport’s aim through the marketing campaign was to achieve the following objectives for their low-cost ‘Park and Fly’ car parking:
- Drive brand awareness and build a digital presence for the relatively new Park and Fly brand throughout 2015.
- Establish the Park and Fly brand as the best option for off-site parking, among its already well known competitors, through informative, high-quality content
- Generate a significant number of online bookings for car parking, especially over peak periods
Strategy
Belfast International Airport have various car parking options on their premises but want to drive their ‘Park and Fly’ car park to compete with other off-site car parks customers are using to help make the airport experience more efficient.
We identified three simple key selling points for the Park & Fly car park that would be prominent within our messaging strategies in order to fulfil the airport’s objectives.
Infographics
The Result
Overall the campaign was highly effective in achieving the objectives outlined. The ‘Park and Fly’ car park received great brand coverage, gained bookings and has paved its presence as being a great off-site car parking option. In addition to achieving these objectives, the difference between 2015/2016 figures against the previous year highlights:Website impressions increased by
125.95%
Users to the site increased by
125.77%
Referral traffic increased by