4.92%

CTR

Driving Intentional Visits

+14.3%

YOY Page Views

St. George’s Harrow Car Park Campaign

Introduction

Discover how Toolbox Marketing successfully positioned St. George’s in Harrow as the ideal parking solution for Wembley Stadium event attendees and local commuters, driving direct, intentional visits and outperforming industry benchmarks for both paid social and Google Ads.

 

Challenge

St. George’s in Harrow wanted to increase car park usage by attracting two key audiences:

  1. Wembley event attendees looking for a stress-free parking and pre-gig dining option just three stops away from the stadium.
  2. Local commuters and shoppers who could benefit from a long-term parking permit.

How we did it

Social Media Management

Graphic Design / Branding

Web Design / PPC / SEO

Content / PR

Solution

Toolbox Marketing ran two simultaneous, focused campaigns:

1. Wembley Campaign

This campaign promoted the car park as the solution to the “pre-gig rush-around” and “queues at Wembley”. The messaging highlighted the convenience of combining a meal at one of St. George’s restaurants with parking, emphasising that the location is only three stops from Wembley. Creative slogans included:

“You’ve got to take your time!”

“No more leaving before the encore!”

“No need to look back in anger.” (specifically linked to the Oasis concert)

2. Permit Campaign

This campaign focused on the benefits of the parking permit for regular users, using lifestyle-based ad creatives featuring individual personas. The ads highlighted convenience, security and savings, noting that the car park has a Park Mark Plus award.

How We Did It

  • Social Media Management
  • Targeted Google Adverts
  • Graphic Design / Branding
  • Web Design / PPC / SEO

Results

  • +14.3% YOY Page Views
  • 4.92% CTR for Wembley paid ads
  • 1.65% CTR for Permit paid ads
  • 2.6% CTR for Google Video Ad
  • 3.12% average engagement rate
  • 170k total impressions across campaign
  • 1,352 link clicks from paid ads
  • 30 permit applications via website
  • 50% of key concert dates experienced YOY growth in car park usage
  • On 25% of the concert dates the car park usage increased despite a decline in overall town centre footfall
  • The Parking Page became the second most visited page on the site, with 4,575 views, accounting for 15% of all web traffic.
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