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.
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.
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.