MSP Airport

 

Client challenge

Airport parking has a deep-seated reputation. It’s going to be stressful. You might not get a spot. And you’re going to pay a premium for convenience.

So, what’s an airport to do when they have a bunch of brand new, plentiful parking spaces that are easy to book ahead? Get the word out!

Project goals

  • Develop an effective messaging strategy focused on frequent travelers

  • Provide examples of how the strategy could communicate the new ease of parking at MSP both out-of-home and online

How I helped

  • Led copywriting and provided creative direction on visual design

  • Presented to creative leadership and clients at key project milestones

Outcomes

Unfortunately, due to COVID-19, this work never saw production – the steep drop in travel meant the parking facility (and this creative work) went mostly unused for its first year of life.

Still, I’m proud of the work and my leading role in its strategy and execution.