In order to support this, CPH Airport organised a parking event in the Fall 2013. CPH Airports parking product suffers from a high price perception. In relation to parking, the airport signed an agreement with a strategic partner to deliver a range of new car services in the airport, in order to bring more value to the customers, giving them an extra reason for parking in the airport instead of using other means of transportation. This had to be communicated in order for the target group to gain awareness.
The reason for organising an event was therefore to create awareness regarding the parking product and the new car services, and to create a preference for parking at the airport. The target group is all travellers from the airport with a car.
From the 2nd to the 27th September, all customers who booked their parking online were offered the chance to participate in a competition where they could win their parking and the 1st price was a whole year parking on a personal parking space. All they needed to do in order to participate was to answer a question about where they were going and what they do in their spare time. We used this knowledge to create a unique, personal parking space in 3D, reflecting the customers answer on a 1:1 level.
The five lucky winners were asked to meet a CPH employee at the airport, and where escorted to their unique parking space, where a film crew and extras received and surprised them. In order to create awareness for the car services we stage-managed a live car wash of the winners' cars before they left.
All the content (five videos and pictures of the personal parking spaces) were shared on YouTube and the airports Facebook page. Some of the content were uploaded as competitions on Facebook, e.g. the followers were invited to name the different parking spaces and win a week of free parking and two lounge tickets.
The result was an event that created huge news value, involvement and many hits. On top of this, the competition created an additional sale of 1.569 parkings.
This event has now been nominated for 2 prestigious Danish Awards; The Danish Internet Awards 2014 and Direct Marketing Awards 2014.
Danish Marketing Awards 2014 nominated the event in the category Travel & Tourism for being innovative and pioneering within its field, and is given for best creativity, strategy and effect (unfortunately we did not win).
Direct Marketing Awards 2014 nominated the event in the category Best Stop Effect for independent of channels and target groups making the most creative event which captures the audience. The winner will be revealed the 27th May.