With over 25 million passengers flying through Dublin Airport in 2015 and increasing numbers in 2016, Dublin Airport wanted to ensure that their car parks reaped the rewards of the increased passenger numbers this year and for years to come.
The communications’ goal was to make Dublin Airport the provider of choice for all short and long-term parking needs. With an aggressive challenger brand already in situ, whose identity and message mirrored that of Dublin Airport’s offering; we focussed on upselling the benefits that only the official airport-parking provider can offer.
We considered the complete customer journey and identified that customer choice and customer experience is critical in making the car park offer a success. We carried out an extensive audit of the current customer journey, mapping all the touch points as well as auditing all the current competitors both direct and indirect. Our insight phase identified the key differentiators as convenience, value, safety, security and authority.
Using this as our criteria for the next part of the process, we started by investigating the name. Whilst everyone, from direct competitors to nearby hotels could claim to offer ‘airport parking’, only Dublin Airport has car parks located on the airport campus. So we created the Dublin Airport Car Parks sub-brand. This reinforced both the ownership and the location of the car parking options on offer.
The brand identity was aligned to the masterbrand to give the brand authority and to ensure that ‘Car Parks’ benefited from the positive equity of Dublin Airport. The architecture used colour coding to differentiate between the different car parks located across the airport campus and to aid wayfinding.
The result provides clarity of offer, builds visibility of the Dublin Airport brand throughout the campus and gives Dublin Airport a great platform to communicate their point of difference.
Signage & Way-finding