ABM Services / Port Authority of NY & NJ
More Than Just the Closest Parking Available
Official Airport Parking
Branding | Sub-branding | Advertising | Internet Promotions | On-location Signage | Outdoor Billboards
Situation: Parking at NY’s metropolitan airports (LaGuardia, JFK International & Newark Liberty) represents annual revenues of over $260 million, but parking numbers showed signs of receding – and marketing hadn’t been seriously addressed in years. ABM Parking Services, the parking management arm for The Port Authority of NY/NJ, took over responsibility for marketing in 2012 – and reached out to us shortly after for assistance building its program.
Challenge: Existing branding, graphics and tag line were outdated and weak with no personality. Little or no relevant sales messaging existed, and public perception was that all parking experiences are the same – and parking through the Port Authority was expensive vs. third party outlets.
Solution: Building on the past, we re-imagined the umbrella brand for Official Airport Parking – mixing logotype with imagery to create a stronger, more memorable presence. The tag line, “More Than Just the Closest Parking Available”, embodied the benefits-based sales messaging that would soon follow.
Working hand-in-hand with ABM’s marketing manager, we developed and implemented a strongly branded, strategic marketing program emphasizing Price Point, Proximity, Security, Professionalism and Convenience. As the program evolved, emphasis was also placed on packaging and upselling optional luxury services, such as Advance Reservations, Pre-Booking and Valet Parking.
With strong brand graphics, plenty of public exposure and these five selling points, we’ve developed a series of messages for a wide range of venues through the years including print advertising, on-location signage, outdoor billboards, promotional presentations and internet-based promotions. Web-based promotions have included monthly e-mails, seasonal discount offers, coupon download pages, loyalty reward advertising and more.
Result: Official Airport Parking now has a highly recognizable brand identity, focused sales messaging and memorable campaigns chocked full of targeted messages. Increased sales numbers and a profound growth in brand awareness show ABM is moving in the right direction.
