Creating an Airport Parking Branding Campaign CHALLENGE A metro area airport system sought to drive awareness / consideration of short & long term parking located near terminals as an incremental revenue stream. APPROACH We partnered with a major ad agency to conduct co-creation groups of different traveler segments (short and long term travelers) to understand their mindset, unmet needs and decision-making process in selecting airport parking. SachsParticipants designed an ideal parking solution and the language and drivers that would encourage usage. OUTCOME Research informed a creative campaign to drive awareness and consideration of premium parking, speaking to the needs and language of each audience. Insights also provided key input to enhance the end-to-end customer experience to jus

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