Social media blew up a bit when some one noticed thirty prime location parking spots were set aside at the parkade at the International Airport. They’ve been set aside for Lexus drivers. And like anything new, as this ad campaign is, it’s taken a little bit of explaining.
“This has gotten a little bit of attention because it’s the first time that we’re doing it in that format,” said the airports’ authority’s Heather Hamilton. “But it’s not actually unusual. We have a service called executive parking and many companies pay for that service. This is just the first time a company has chosen to brand it, label it, then offer it back to their consumers.”
Lexus has also put a wrap around the old office building on the grounds, while also having a car on display inside the terminal.
But it’s the 30 prime spots that people seem to be relating to, so either they see it as an innovative ad campaign or are slamming it for be elitist.
“People might not be as aware that we are a not-for-profit organization,” Hamilton said. “We’re not supported by tax revenue at all. We rely fairly significantly on revenue from parking and advertising and concessions.”
“Every dollar an advertiser like Lexus pays us, it’s a dollar the passenger does not have to pay, and the airline does not have to pay, so that’s the benefit for passengers.” The money is being funneled through Pattison Advertising for new way finding signs.
Hamilton also said some perspective is needed. “There’s still 2,200 spaces. We’re talking about less than one-quarter of one percent of our parking, so there’s still plenty of space.” There are more than 13,000 spaces on the property.
The campaign runs through to next spring. Hamilton said the airport won’t enforce parking rules in those 30 spots. That will be up to Lexus she said.