Optimizing Airport Parking Revenue

Challenge:

The Port Authority of New York & New Jersey looked to increase parking revenue at Newark Liberty International Airport and build awareness of the official on-site parking facilities.

Strategy:

Miller developed a targeted digital marketing campaign focused on four key traveler segments: frequent business travelers, cost-conscious passengers, convenience-focused travelers prioritizing terminal proximity, and those seeking reliable official PANYNJ services.

The performance focused strategy utilized geo-targeting to reach users of competitor parking lots, and retargeting. A comprehensive paid search strategy focused on top producing zip codes. Creative messaging emphasized the ease and value of pre-booking official on-site parking compared to off-site alternatives.

Results:

Based on strong results and positive return on ad spend, the Port Authority approved expansion of Miller’s advertising efforts to include JFK and LaGuardia Airports.