The Situation
CLT was looking to increase awareness and use of at-airport parking facilities by promoting new online booking options to leisure and business travelers — whether that be through the CLT website, parkCLT.com or the CLT app. With a focus on originating passengers at CLT who could take advantage of the convenience and ease of online booking parking.
The Insight
Knowing that the travel experience is full of hurdles and headaches, ease and simplicity had to ring through. To turn something usually considered a hassle into a quick to-do would be key to driving trial and use.
The Solve
The campaign leaned into the offering’s two core attributes (simplicity with savings), showing that booking online is so effortless and economical that it won’t just put a smile on your face – it’ll also get your car grinning. The campaign launch focused on paid social targeted to those interested in travel and local news outlets, and was quickly bolstered to introduce new channels, including print, digital display, digital outdoor, streaming radio and Axios Charlotte. Since launch, the year-to-date revenue per passenger tracked above forecast. But the biggest key performance indicator was gross revenue. During the first year of the campaign, revenue climbed to $36.5 million — exceeding the forecast by more than $10 million.
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