Secure Parking introduces ‘Happy hours parking’

Sydney boutique agency Cabana Boys is attempting to redefine the carparking category in Australia with the idea of ‘happy hours parking’.

The campaign for client Secure Parking is an effort to broaden the market for CBD parking in off-peak periods, when parking is cheaper – but is not perceived to be so.

Campaign creative links to website, where drivers can find the best prices and location for their journey.

“People’s perceptions of paid parking in the CBD is very much influenced by their experience during peak times, when prices are considered comparatively high,” said Secure Parking’s corporate marketing manager, Andrew Sapir.

“In off-peak times, though, the truth is prices are substantially discounted. We wanted to let non-business users know that there are plenty of spots in great locations, for much less than they thought. We wanted to move parking away from the grudge purchase that some off-peak parkers see it as, to an affordable service that facilitates the things they want to do,” he added.

The campaign is running in Sydney, Melbourne and Brisbane on backs of taxis and buses.


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