Exclusive transfer service for P3 parking customers: Alfa Romeo Drive & Fly

It’s a pleasure to park in P3, and travellers arrive swiftly at the departures hall using the shuttle bus network. An excellent arrangement, but it can always be better! This summer, an offer from Alfa Romeo pleasantly surprised anyone who wanted to add some extra class and style to his/her trip. The Italian car manufacturer transported passengers to the terminals in no time, in two flashy new cars. A unique experience with a guaranteed VIP feeling.

On the road with Giulia and Stelvio

From 11 June until 5 July, two supermodels from the Alfa Romeo collection were waiting for travellers at the P3 exit. Those who were interested could simply step into the Giulia or Stelvio, and an experienced driver whisked them away to the terminal in a matter of minutes. Once there, an employee asked the travellers a few brief questions about their Alfa experience, and offered them an information packet.

Gaining attention with existing mailings

The Drive & Fly promotion was brought to the attention of the target audience through the confirmation email they received after reserving a P3 Long-Term Parking space. The Alfa Romeos were offered as an alternative to the shuttle bus. What’s more, the general Privium newsletter included an article announcing the promotion.

Sound results

Within four weeks, more than 1,000 travellers made use of the exclusive transfer service. An average of six users per day requested more information about the car.

“It’s quite difficult to entice our business target audience to take a test drive using traditional marketing means. That’s why we decided to reverse the situation. If the customer doesn’t come to us for a test drive, we bring the test drive to the customer. Schiphol offers an ideal environment for this. The airport is full of business travellers who are also looking for a premium alternative to the shuttle bus transport from P3 Long-Term Parking. With the Alfa Romeo transfer service, we transferred business travellers in style, and we allowed a large number of potential buyers to experience our new top models.”

Driesje Van Schip - Communication manager, Alfa Romeo & Jeep