San Francisco International Airport (SFO)
Taking San Francisco International Airport (SFO) to New Heights with ParkRight@SFO
Like all enterprise agencies, and airports in particular, 2020 was a year that challenged airport operations and revenue projections. Safety, public health, and convenience were primary factors that needed to be communicated to all prospective travelers. When SFO planned to reintroduce its parking offerings and launch the rebranded ParkRight@SFO contactless parking services, D&A was brought on board to develop a digital marketing campaign tailored to ticketed SFO passengers and promote the emotional and functional benefits associated with the convenience of touchless parking at SFO’s central terminal parking lot—as well as additional SFO-managed parking lots surrounding the airport.
Our goal was to help drive revenue for SFO by highlighting its parking reservation system, ParkRight@SFO, via behaviorally targeted social and digital media combined with Google AdWords and strategic SEO. Our strategy informed and enabled campaign messaging that prioritized ease of use, safety and convenience.
Additionally, the campaign leveraged owned-and-operated (O&O) SFO and AeroPark media assets including: SFO monthly e-newsletter, AeroPark CRM drip emails to past ParkRight@SFO parkers, as well as in-terminal digital kiosks (cdi, bdi, gdi) based on inventory availability.
Despite the campaign launching during a renewed stay-at-home order, the campaign delivered over 1,500,000 targeted impressions and surpassed our reach and frequency objectives.
“D&A’s wisdom, energy and hard work is seriously impressive, they do an amazing job for us.”
Jackie Randazzo Senior Communications Specialist, SFPUC