Finding a Sweet Spot
In the Summer of 2012, the SR-99 viaduct/tunnel construction project wiped out hundreds of Pioneer Square and Seattle waterfront on-street parking spots. C+F was asked to develop a campaign to spotlight local garage options, especially the ones with low-rates similar to that of street parking ($3/hour).
Surveys showed “parking” was a top barrier for entry for Seattle visitors. So we knew there was an appetite for reassurance. But the question was could a parking message be engaging and interesting?
We developed the first online parking tool specific to the Emerald City: DowntownSeattleParking.com. The web app featured mobile-optimized responsive design, and helped both planners (maps, pricing, hours, etc.) and non-planners (spots near me, real-time garage availability) in their quest to find downtown parking.
The site was paired with a simple, fun, and conversational campaign. Thanks in part to that integrated strategy of paid, earned, owned and found media, DowntownSeattleParking.com has seen consistent monthly site usage increases over the past 2.5 years. Perhaps most importantly, garages are seeing increased usage, too.
And in year 3 of the program, we’ve expanded from informational to emotional. The campaign now captures the celebratory feeling that drivers have when they find that convenient and affordable spot. And we turned that into a series of creative promotions, including surprise Parking Carols, spontaneous exultations, and a Guinness World Record for high-fiving.