Brisbane Airport Car Park Campaign
Background
Following the lift on travel bans during the COVID lockdowns, Brisbane Airport noticed a significant change in the behaviour of their parking customers. The client was keen to resume marketing activity and their existing campaign positioning “it’s cheaper than you think”, felt out of step with the shift in behaviour. Compelled to understand what was behind this shift, the client undertook significant customer research to uncover the motivations underlying these changes.
Traffic were brought onboard to work alongside support the research agency in interpreting the findings and how this impacted their strategic marketing communications.
Approach
Qualitative research was undertaken across the core audience segmentation to explore general attitudes towards the resumption of travel and planning their mode of transit to and from the airport. With increased sensitivity around the mental load of travel (uncertainty around planning & booking) in addition to customers not feeling ‘travel fit’ led to more consideration in their travel decision making.
The research confirmed a perceptual shift from price sensitivity of parking at the airport, to providing value through convenience and control.
Solution
Traffic developed the ‘Driver’s Seat’ campaign to reflect the shift in customers’ desire to regain control after a period of uncertainty. ‘Driver’s Seat’ tapped into a sentiment that allowed customers to lean into a sense of convenience and the comfort of being ‘at home’ being behind the wheel of their personal vehicle.
The campaign – running across TV, radio, OOH, social, digital and in-airport channels – uses personalised number plates as a visual device to reflect our diverse audience as well as the product offering, and demonstrates that a range of different target audience groups are all using the various car park options and products throughout Brisbane Airport. The purchase of the music track provided a great sonic reinforcement of the campaign and sense of freedom that parking provides.
