Independent Sydney advertising agency Core has launched a new brand positioning for Sydney Airport's range of parking choices in the agency's first integrated campaign since winning Sydney Airport's commercial parking advertising account in April.
Core has introduced the tagline of 'Easy-Peasy Parking' to highlight the convenience and value that parking at Sydney Airport offers to passengers, meeters and farewellers and other airport visitors. Colourful imagery of Matchbox-style toy cars has been created to bring a fresh look to the airport's parking advertising and to reflect how easy it is to park at the airport. Drivers can choose from six convenient car parks at the airport: two at the T1 Terminal, three at the T2/T3 Terminals, and the budget Blu Emu Car Park which services T2/T3 with complimentary shuttle buses.
Says Christian Finucane, creative partner at Core:
"The convenience of parking at Sydney Airport can't be beaten, and we've developed a brand campaign and tagline to communicate that to all airport visitors. We wanted to create an original and bright look to catch the attention of everyone who wants the ease of driving to and from the airport in their own vehicle. In addition, there are also considerable savings to be made by booking online."
Says Craig Norton, general manager, parking and ground transport, Sydney Airport:
"Sydney Airport has invested heavily in improving our car parking facilities in recent years, including the introduction in 2012 of our online parking service which has shown strong growth in popularity with customers since its launch. This new work from Core has been designed to highlight the convenient and cost-effective parking options we have to offer to passengers as well as meeters and farewellers."
The campaign will initially run across static and digital OOH sites across the airport and on Sydney metro radio, with other media rolling out later in the year.
Creative Partners: Jon Skinner and Christian Finucane
Creative Team: Anthony Ortuso, Jari Kennedy, Jon Skinner and Christian Finucane
Business Director: Jane Callister
Head of Planning: Kirsty Angus
Photographer: Billy Plumber
Radio: Sound Reservoir