LAX OFFICIAL PARKING
Turning a commodity into part of the journey
Airport parking has never been anyone's favorite part of traveling.
That's exactly what made it interesting.
Los Angeles World Airports wanted travelers to think differently about its on-site parking. Not as a necessary inconvenience, but as the first step toward a better trip.
Working with the ABM and Material teams, I helped reposition LAX Official Parking as the starting point of the journey. We focused on what travelers really wanted: confidence, convenience and a smoother path from car to gate.
To stand out from the offsite discount lots, we reframed the proposition:
a bold, fresh brand with the power to improve the travel experience before passengers ever reach the terminal.
That's exactly what made it interesting.
Los Angeles World Airports wanted travelers to think differently about its on-site parking. Not as a necessary inconvenience, but as the first step toward a better trip.
Working with the ABM and Material teams, I helped reposition LAX Official Parking as the starting point of the journey. We focused on what travelers really wanted: confidence, convenience and a smoother path from car to gate.
To stand out from the offsite discount lots, we reframed the proposition:
a bold, fresh brand with the power to improve the travel experience before passengers ever reach the terminal.
Inspired by the confidence and style of Los Angeles, the campaign gave LAX Official Parking a voice that stood apart from discount lots and rideshare alternatives. After all, this wasn’t just airport parking. It was LAX Official Parking.
Our work extended across paid media, email, CRM, social and promotional campaigns, helping establish a consistent brand while driving account growth and repeat bookings.
The campaign's impact was evident: LAX Official Parking earned 25,352 new customer accounts and 17,805 new bookings, with a 4:1 return on advertising spend. The flexible platform went on to support multiple parking products, seasonal campaigns, contests and giveaways.
ADVENTURES IN TIME: TEXAS HISTORICAL ⮕