Fraport - Näher parkt keiner
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Agency / Design
Details
CHALLENGE: With over 17,000 parking spaces, Frankfurt Airport offers enough capacity for travellers' cars. However, external parking providers, valet services, and private shuttle services represent serious competition. The task: to develop long-term brand communication that clearly differentiates the parking facilities from the competition and positions Fraport as a top-quality provider. SOLUTION: A 360° brand campaign that focuses on the most important competitive advantage – namely, the immediate proximity to the airport – and uses this to emotionalize the brand and its offerings.
The Jury‘s Statement
In competition with external parking and transfer services, Fraport parking needed communication that did more than list services and instead created a distinct brand position. "Näher parkt keiner" ("No one parks closer") derives this position precisely from the offer and translates proximity into a relevant travel benefit. Across out of home, digital formats, moving image and seasonal adaptations, a consistent system emerges that provides orientation and anchors the brand's quality claim plausibly at every touchpoint.
