Taking off with CLT
We all know holiday travel can be stressful. So, when our new client, Charlotte Douglas International Airport, came to us asking for a holiday travel campaign that touted their business valet parking, we were eager to create a campaign that could really take off. (Sorry about that.)
One of the challenges we faced is that the name ‘business valet’ is somewhat confusing and doesn’t truly communicate the fact that the close-in, secure and covered parking area is open for everyone. Plus, even though about three out of four CLT flyers use on-site parking options, we were also competing with off-site parking options, Uber, taxis and the dreaded but often requested, “Hey, [insert family or friend name here]. Can you take me to the airport?”
And, at only $14 a day flat, there’s quick, non-stop shuttle service to and from the terminal. Business valet customers can also take advantage of additional services like a car wash, oil change and even an NC state inspection.
Our solution? Position business valet parking as the business of traveling with children valet, the business of home for Thanksgiving valet or the business of a family vacation valet. Bottom line, whatever you’re traveling for, business valet at CLT is the perfect place to park and make your trip more enjoyable and less hectic.
Campaign elements include banner ads, paid social media, SEM, a slider on the CLT website and some fun radio that takes a, ummm, different approach. Have a listen.
Despite a short timeframe, we pulled together some of our first work for CLT and had a great time doing it. So, next time you’re flying from CLT, try business valet. We’re willing to bet you’ll never park anywhere else, at the airport, that is.
And Happy Thanksgiving from all of us to all of you.