Social Media Campaigns: 3rd Place

jetSet Parking

Edmonton International Airport

Airport Entry Form

jetSet Parking opened in September 2010 as the first airport parking lot in Canada to offer an online reservation system as well as full service WestJet check-in and bag drop. jetSet Parking’s business model is to encourage passengers to reserve their parking online in advance of their travel. jetSet’s online rate structure motivates customers by offering tiered discounts that increase the earlier in advance the booking is made. jetSet’s initial growth strategy was to increase EIA’s total parking market share by transitioning parkers from independent lots through low price leadership, proximity to the airport, and a wide service offering. As jetSet matured and succeeded as a well known airport parking provider with a solid customer base, its strategic focus has shifted to broadening this base through community partnerships and a strong presence in social media.

jetSet opened its facebook and twitter accounts in July, 2011 and February, 2012 respectively. jetSet grew its friends and followers by offering limited time promotional codes that could only be found using social media outlets. jetSet also executed various social media contests throughout the year to promote feedback and customer engagement. jetSet commonly offered promo codes and contest around different holidays, events, and weekends appealing to its large leisure audience.

The most dramatic spike in online reservations since jetSet’s inception in 2010 can be attributed to a September 30th social media promotion coined, “jetSet’s Jackpot.” jetSet’s Jackpot presented a 24 hour promotion code offering 99% off. Customers were encouraged to pre-book their parking for travel occurring between October 1 - November 30. Monthly reservations went up over 50% after this promotion and continue to remain consistently higher than the monthly average prior to the promotion.

Project Goals: 

• To encourage a larger follower base increasing the number of consumers who consider jetSet as their preferred airport parking option
• To expand jetSet’s overall market reach
• To offer real-time customer service along with timely communications on news and parking specials
• To drive more traffic to jetsetparking.com and influence an online reservation

Production: 

• Internal resources created graphics, planned contests, generated promo codes, and managed all communications over social media, the website, and traditional advertising.

Evaluation: 

• Over 650 followers on twitter since its inception in February, 2012
• Over 1,500 friends on facebook, a number that continues to grow
• Online reservations increased by 89% in 2012
• jetSet’s Jackpot promotion received 748 bookings in under 14 hours

• After jetSet’s JackPot was implemented on September 30, online reservations increased exponentially over the Jan-Sept monthly booking average.
o Oct 2012: 51% growth
o Nov 2012: 38% growth
o Dec 2012: 29% growth
o Jan 2013: 55% growth
o Feb 2013: 36% growth

Budget: 

$0.00 Total Budget

In-house creative services were used for all art
Edmonton Sun Advertising was prearranged as part of EIA’s newspaper purchase agreement

Entry Files:

application/vnd.ms-powerpoint icon ACI-jetSet Social Media 2013.ppt