Challenge

We are proud to have worked with Manchester Airport for over 15 years, developing valued long-term relationships and playing an integral role in communicating to the 25 million leisure and business travellers who pass through the Airport each year.  We have shown our versatility on everything from fast-turnaround flyers and posters to advertising campaigns, signage and corporate brochures. The challenge of this particular brief was to persuade passengers who live within 90 minutes drive time to use the airport’s car parking facilities, which were generally perceived to be prohibitively expensive, even in relation to taxi fares.

Creative thinking

Huet Aminto, in partnership with specialist media planners Media Wow, created a multi-platform campaign incorporating radio, door drops, bus backs and regional press advertising, incorporating a strong promotional element to drive online and telephone bookings. Response data from phase one of the campaign was analysed using ACORN geodemographics, revealing that the more affluent members of the audience were at least 50% more likely to take up the car parking proposition. This enabled the next phase to be refined, targeting geographical 'hot spots' and adjusting messages and media choices accordingly. Phase two was designed to convert awareness into even more response by concentrating on high impact creativity and increasing message frequency.

Results

As a direct result of the campaign, space days sold rose from 20,460 over the same period in the previous year to 32,963 - a 61% increase!