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OPPORTUNITY

Oakland International Airport with its over 16 million passengers a year is in stiff competition with San Francisco International Airport, just across the Bay. With traffic dwindling, and parking revenues with it, Donovan was tasked with creating a competitive, value-driven brand advertising campaign to increase awareness around the advantages of flying and parking with OAK, with a strong focus on customer loyalty.

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METHOD

We created competitive and customer research to identify the attraction and engagement issues that OAK had, and created a multi-channel value and loyalty program inside the terminal, online and in the community. We also coordinated partnerships with The Oakland A's, Berkeley and local restaurants to create a customer-centric benefits and loyalty program for any frequent OAK flyers.

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RESPONSE

Response to the parking and repeat flyer loyalty program was overwhelmingly positive, and helped change customer habits and position OAK products more strongly in front of prospective customers. A new narrative was created that helped customers see the immediate and inherent value of flying OAK. The drive to customer loyalty is always a key ambition of any program we undertake.  

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