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Taking control of creative strategy to drive revenue during lockdown

creative strategy for NCP

Encouraging safe travel for customers

Increased use of bookings through the ParkPass App

Digitally connecting with customers during the pandemic

The journey of how NCP launched a creative campaign to encourage customers to travel safely during the Coronavirus pandemic by choosing to park their car at NCP car parks.


creative strategy for NCP
creative strategy for NCP


The UK’s No.1 car parking provider NCP provides value parking for cities, airports and events. After recently launching a new digital parking product, the NCP ParkPass App, the business was looking to up the level of activity and usage of the app and encourage customer confidence in choosing to travel by car over public transport.

creative strategy for NCP


To connect with both current and potential customers, NCP wanted to run a promotional campaign offering a £5 discount when customers booked through the ParkPass App.

With the email campaign set to run during England’s second lockdown, it needed careful consideration in the approach to ensure the messaging struck the right tone with consumers and still increased the number of car park bookings.

creative strategy for NCP


As NCP’s creative agency of choice for the last six years, Rawww brainstormed potential concepts for the email campaign. We worked with the concept that customers are ‘in control’ of their choice of commuting and travel. With this in mind, our job was persuading them with this campaign to use the safer option and travel by car.

It was important the copy was punchy and straightforward, immediately connecting with customers over a topical issue and directing them to put their trust in NCP. The messaging also needed the flexibility to adapt to different offers as part of NCP’s A/B testing.

creative strategy for NCP


“With Rawww’s creative support, NCP has been able to connect with customers at a difficult time. The strong, simple campaign messaging resonated with audiences who are looking for reassurance and found it with NCP. We’re very pleased with the positive results and increase in car park bookings following the campaign.”

- NCP Marketing Manager

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