Manchester Airports Group

Integrated ad campaign

A playful integrated ad campaign that successfully changes the way travellers think about airport parking by adjusting their perceptions.

Background

Manchester Airports Group (M.A.G.), the country’s largest UK-owned airport operator, serves 50 million passengers every year. The company also provides a wide range of parking options to serve the needs of travellers across its Manchester, East Midlands, Stansted and Bournemouth airports.

Challenge

Surveys had identified that customers were opting not to take advantage of airport parking because they incorrectly believed it to be expensive and inconvenient. To combat these misconceptions, we needed to change how travellers thought about airport parking and how booking it as part of their holiday could improve their overall experience. The client also had a relatively short timeframe to achieve this objective, as peak travel season was only a few weeks away.

Solution

To maximise engagement with existing customers and attract new ones during one of the busiest travel times of the year, we created an integrated ad campaign that was fresh, fun and eye-catching.

With “Your holiday starts here” as the unifying theme of the campaign, our designers developed a range of creative featuring bespoke photography to promote the value and convenience of airport parking. The visuals engaged viewers, both rationally and emotionally, convincing them to consider how booking your parking in advance could make the door to door travel experience more enjoyable and rewarding.

The eye-catching and memorable advertisements place holidaymakers in different travel scenarios, whilst still in their parking space at the airport, turning it into the true start of the holiday. 

Playing with the relaxed feeling that pre-booking parking provides, the vibrant campaign spans 6-sheet posters, bus advertising, online banners and radio ads leading with an attention-grabbing “Get that pre-booked parking feeling”.

The integrated ad campaign, which was picked up by the media, leveraged a mix of both rational and emotional benefits – we brought the joyous feeling of already being on holiday forward to the moment you park your car, negating the all too well-known stress of checking in with your family and bags in tow. Being in a car park had never been so much fun!

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