Phoenix Sky Harbor Airport needed a digital marketing program that would raise awareness of its onsite parking options — and inspire loyalty.
Challenge: Passengers heading to Phoenix Sky Harbor International Airport can summon ride-share services, hitch rides with friends or use public transit. But for a meaningful segment of travelers, the best option would be parking at the airport — if they knew how easy it could be. The challenge facing Ace Parking, the operator of Phoenix Sky Harbor’s parking facilities, was to help travelers see the benefits of reserving a space online and self-parking at Sky Harbor.
Solution: C/A implemented a digital marketing program from the ground up. First, we performed in-depth research to identify audience attitudes related to airport parking. These attitudinal audience insights inform the themes and strategies used in the creative assets that support each paid campaign. The partnership has been a monumental success, with impressive returns on ad spend and a top-four finish in the Airports Council International-North America MarCom CX awards.
2023-2024 RESULTS
C/A implements tracking at all levels to accurately gauge performance. We deliver monthly, quarterly and annual reports and hold standing strategy calls to discuss how Sky Harbor can enhance performance, pivot as needed and remain proactive.
Audience Research
How do travelers feel about parking at Phoenix Sky Harbor Airport? How often do they fly, and what are their pain points?
To support Sky Harbor’s audience exploration goals, C/A conducted in-depth data collection and visualization about the attitudes and needs of current and prospective travelers. These insights served as the foundation for creating audience profiles and key messaging guidelines, more efficient and effective media spending, better audience engagement and branding, and increased sales.
Knowing that prospective travelers would want to see themselves reflected in the advertisement imagery, C/A also planned and directed a photoshoot on location at Sky Harbor to generate fresh imagery for use across myriad creative assets.
Digital Marketing & Creative Assets
C/A manages all of Sky Harbors’s digital marketing and paid media for its onsite parking. We leverage multiple channels — from paid search to social media to native advertising — to ensure there’s a comprehensive media mix to engage potential travelers.
In addition to designing all of the ad creative, we’ve also created other assets, including landing pages, signage and email templates. For each creative asset, we ensure cohesive branding, audience-specific messaging and clear calls-to-action to encourage engagement and ultimately action — a traveler booking a Sky Harbor parking space.
FROM OUR CLIENT
— Leslie Powell, Marketing Director, Ace