Park’N donate, Park’N Fly urges

The airport parking service provider is using a radio buy and partner-based online advertising to get the word out about its food bank drive this fall.

Park’N Fly at Toronto’s Pearson International Airport may be known more for storing cars than canned goods, but the airport parking service is hoping to drive donations to its fall food bank drive with the lure of free parking.

Starting Monday, Nov. 2 through to Dec. 21, the service will be collecting a donation of canned goods or cash for the Daily Bread Food Bank. In exchange, they’ll receive a day of free Park’N Fly parking at the airport. Park n’ Fly will also match all cash donations dollar-for-dollar up to $5,000.

‘Earlier on in the year, we [learned that the] food bank was challenged with meeting their goals, Frank DeCesare, director, marketing and business development, told MiC. ‘So with that in mind, as a company, we’re always trying to give our customers added value in the form of free days, so we thought ‘why don’t we support the food bank but at the same time, give something back to our customers in the form of a reward for a good deed?”

The offer is being promoted via a local radio buy, done in-house, of 30-second spots and online advertising through tour operators and other travel-related partners, such as Advantage Travel Group and Aeroplan. The POS print creative was done by BC-based Freeman Design.

Park’N Fly is a regular radio advertiser because the reach provided by the local stations almost exactly matches the geographic radius its customers come from, said DeCesare, adding that travel and tour-operator partnerships are also a perfect fit because they catch customers in the midst of making their travel plans.