Launching a challenger brand to capture an entirely new audience

The story

Heathrow were in danger of losing online parking customers to aggressive competition.

Our sister brand ‘Good to Go Parking’ is achieving market-leading results and continuing to grow month on month.

What was at stake?

The parking spaces on airport grounds are extremely valuable real estate.

With more and more unscrupulous competitors circling the market every year, Heathrow Airport needed a disruptive sister brand that would appeal to value-conscious online customers, without undermining their existing official parking offering.

Our work

We created the Good To Go Parking brand and offering. Through data-driven personas, we have designed an end to end customer experience that encourages loyalty and advocacy. As an extension of the Heathrow team, we lead the brand strategy with compelling travel content, social and email communication, and ongoing web optimisation.

This work has shown continuous improvements to visibility, market share and commercial performance thanks to our agile test and learn approach.

The results

60%

ROI achieved in the first three years of launching the brand

15%

Continued increased in revenue year on year

“I always enjoy working with Brilliant Noise and find their vision, approach and creative thinking infectious.”

Stuart Irvine

Analytics and Optimisation Lead, Heathrow Airport

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