Price Drop Campaign
Our Client:
Melbourne Airport Parking
Our Project:
Price Drop
Our Assignment:
The consumer perception is that the car parking at the Airport, although convenient, is expensive.
In an attempt to welcome Melburnians back through its boomgates, MAP introduced a 20 per cent price drop from March 1st and called on FireWorks to share the exiting news.
The time to re-establish and ‘humanise’ the Melbourne Airport Parking offer to encourage use was of key importance to the PR campaign. The story was to be a good news one, to set the positive platform for the roll out of the rebranding exercise being undertaken.
Through this campaign, FireWorks aimed to:
To build awareness of the 20% price drop from 1st March at MAP, highlighting the competitive nature of the MAP offering
Encourage trial and visitation thereby increase user numbers to win back market share
Our Success:
Television
Channel 9 - Melbourne Nightly News Featured as promo prior to 6pm bulletin, in-bulletin promo for story ‘coming up’ and 1.50 minute positive story about the price drop.
Radio
3AW – News – price drop featured in 12 noon bulletin following general release distribution.
ABC774 Drive – with Raph Epstein. Interview with Lorie Argus about the price drop and its implications. Also discussion re:greater infrastructure investment at Melbourne Airport.
Press
Herald Sun – ‘Airport Parking Turbulence Eased’ – Page 4.
The Sunday Age – Traveller – ‘Making space for a price drop’.
Online
Business Insider Australia – ‘Melbourne Airport is making its parking 20% cheaper’.
Herald Sun Online – ‘Melbourne Airport slashes terminal parking fees by up to 20 per cent.
Travel Daily – ‘Cheap MEL Parking’.
Sunraysia Daily – ‘Parking Price Drop’.
Journeys to Come - ‘Melbourne Airport slashes terminal parking charges, more improvements in the wings’.
