The News Tribune, The Olympian and The Bellingham Herald Team up with WallyPark for airport parking deal
Tom Stortenbecker from McClatchy’s Puget Sound Digital Network (Seattle) sales team built a strategy to target several airport parking companies for an airport parking deal. McClatchy was able to partner with WallyPark, which has a new indoor parking facility just blocks from Seattle-Tacoma International Airport.
Last summer, WallyPark participated in a Groupon and it became the papers’ goal to produce a more successful deal. WallyPark was interested in targeting other customers and liked idea of growing in the south Puget Sound area (Tacoma-Olympia). McClatchy knew their readers would be ideal for reaching WallyPark’s target audience.
WallyPark decided to offer a $7 a day for $14.95 premium airport parking, for up to seven days. They also determined that they were interested in the north side of Seattle, and ran the deal through Dealsaver on The Bellingham Herald, in addition to Dealsaver on The News Tribune and The Olympian.
The final results of the WallyPark deal proved to be a success. The deal sold 6,425 in Tacoma, 1,856 sold in Olympia and 605 sold in Bellingham. Between the three properties that ran the deal, they grossed $62,202 and grew Dealsaver’s email opt-in list by more than 1,500 for the three deal sites combined.
Why It Worked
Heavily promoting the deal played a huge role in making the deal such a success. They ran multiple ads in print, including a strip ad on the front page the day of the launch. The deal was also advertised through a Google AdWords pay-per-click campaign with 41,860 impressions and a click-through-rate of 1.19 percent. A Facebook campaign also ran, raking in 2,180,490 impressions and a .03 percent click-through-rate.
In addition to the daily Dealsaver email, the papers sent out an e-blast to other promotions list. From that e-blast, they generated 602 orders and added 561 organic opt-ins to their email list!