Dedicated Parking Sponsorship

Situation

Barclays Bank and American Airlines wanted to offer their Aviator cardmembers special perks when they flew through Philadelphia International Airport. They challenged AMI to develop concepts that would make the travel experience more enjoyable when you travel with the Aviator Card in your wallet.

Tactics

AMI worked with the management teams at PHL, Philadelphia Parking Authority and others to create a dedicated parking are exclusive to Aviator Cardholders. The location was selected due to the proximity of the primary AA Terminals; only steps away from the airport entrance. In addition to the convenience of this VIP Parking Area, card members are offered discounted parking rates. We turned the inside of the parking garage into a vibrantly branded Aviator Card experience using new dramatic inventory that includes:

  • 20 – Concrete Column Wraps standing over 20 feet high
  • 10 – Directional Wraps
  • 5 – 24 foot long Soffit Wraps
  • 20 – Oversized Columns
  • Dramatic Exterior Branding at the Exclusive Entry
  • 9 – Exterior Flagpole Banners
  • Prominently featured on the PHL Airport Website

Results

Thousands of card members enjoy this new convenience at PHL every month brought to them exclusively by the Barclays Aviator Card. A strategic communication plan was designed and implemented to help socialize the many benefits of “on-airport” parking directed to hundreds of thousands of local card members. The customized messaging is delivered during the time-frame passengers begin to consider options for how they will get to/from the airport.

This parking sponsorship recently renewed for a third annual term and the benefits for all parties have exceeded expectations.