Strategy

Airports are stressful places, at any one point they are filled with thousands of people who are about to miss their flight, realising they booked the wrong flight, realising they don’t have their passport or just generally freaking out about being thousands of feet about the earth in a metal tube.

Idea

We developed a simple way to communicate the stress reducing benefits of parking. The Stress Less campaign communicated the benefits (cheaper, simpler and more pleasant than taxi’s, offsite parking or buses) of parking at Melbourne Airport.

Media

The idea lived in onsite outdoor pieces and in the lead up to peak flying periods in print, radio and digital. In the lead up to school holidays we targeted our message towards families. During off peak we focused our message towards business driven travel.

The Result

The campaign resulted in greater awareness of Melbourne Airport’s parking packages and pricing. During both on and off peak times both drive up customers and online booking increased.