Price Drop Campaign
Melbourne Airport Parking
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
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.
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.
Herald Sun – ‘Airport Parking Turbulence Eased’ – Page 4.
The Sunday Age – Traveller – ‘Making space for a price drop’.
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’.
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