Our tactical marketing campaign contributed to increased awareness and sales for Manchester Airports Group. Early analysis revealed that 60% of respondents were new customers.

Background

The parking division of Manchester Airports Group provides customers with an extremely competitive offer (£9.99 for a full week of parking), based on very specific criteria: departure date, specific parking spaces allocated daily, and limited availability.

Challenge

To help our client change the misconception that airport parking is expensive, and improve sales figures. The tactical marketing campaign needed to qualify the offer whilst not distracting from the primary message – or the highly effective creative.

Solution

We devised a tactical marketing campaign that stood out in a busy marketplace during one of the year’s peak time for holiday travel. We pushed the client ahead of their competition by raising customer awareness about the value and convenience of booking airport parking directly.

The creative we devised for the tactical marketing campaign captures the essence of one of the most eagerly awaited times of the year: striking and disruptive imagery of individuals featuring strong, loud and confident colours. Summer sunglasses carry the message of Manchester Airport as a leader in airport parking with attractively low prices.

We produced a variety of digital and offline assets that reached an audience of almost two million people. This includes press ads and digital banners for national and regional media outlets such as Daily Mail, Manchester Evening News, Blackpool Gazette, Bolton News and Lancashire Evening Post, amongst others.

We also developed social media assets that reached out to an audience of over 300,000 people and generated high engagement rates.

Result

Early analysis of the tactical marketing campaign revealed that 60% of those who took advantage of the offer were new customers – a real confirmation of success. The campaign was so well received that our client asked us to develop another direct mail campaign to help them connect with customers in a disruptive and engaging way.