3. The brief
• Build an IMC campaign around “hassle‐free”
4. The brief
• Build an IMC campaign around “hassle‐free”
• Increase new bookings
5. The brief
• Build an IMC campaign around “hassle‐free”
• Increase new bookings
• Create a unique posi>oning for HX
6. The brief
• Build an IMC campaign around “hassle‐free”
• Increase new bookings
• Create a unique posi>oning for HX
• Deliver a consistent brand image
9. Customer understanding
Perceptions Attitude
• An unnecessary
expenditure
• A by-the-way
product
10. Customer understanding
Perceptions Attitude
• An unnecessary • Don’t take airport
expenditure parking seriously
• A by-the-way
product
11. Customer understanding
Perceptions Attitude
• An unnecessary • Don’t take airport
expenditure parking seriously
• A by-the-way • Don’t understand the
product value of pre-booking
12. Customer understanding
Perceptions Attitude
• An unnecessary • Don’t take airport
expenditure parking seriously
• A by-the-way • Don’t understand the
product value of pre-booking
• Hence, out of their
consideration set
13. Customer understanding
Perceptions Attitude
• An unnecessary • Don’t take airport
expenditure parking seriously
• A by-the-way • Don’t understand the
product value of pre-booking
• Hence, out of their
consideration set
Finding last‐minute parking space a challenge + a huge expense
Avoidable hassle and anxiety prior to the start of a holiday
