Our own masterpieces

Project:

Pay by phone parking

Client:

The City of Westminster

Introduction

The City of Westminster is located in the heart of London and is home to the Monarchy, the Government and many Commonwealth High Commissions and foreign embassies.

One of 33 London Boroughs, the City includes within its boundaries some of London’s most prestigious landmarks and districts, including Westminster Abbey, Houses of Parliament, Buckingham Palace, Big Ben, Marble Arch, Mayfair, Oxford Street, Piccadilly Circus, Soho and Trafalgar Square.

Brief and objectives

To increase the awareness and usage of the ‘pay by phone’ parking scheme, which was being trialled in the West End, Harrow and Queens Park areas, and to encourage residents to register online.

Target audience

  • 4500 residents of the City of Westminster

The solution

A fully personalised and dynamic email using personalised text and imagery was sent to 4500 residents driving them to register online for ‘pay by phone’ parking.

Dynamic and personalised emails

A photograph of a set of parking bays was shown with a mobile phone parked in one of the bays alongside a car. The bay was personalised to the recipient, a message in the phone display window was also personalised as was the parking meter.

A personalised letter underneath the image provided recipients with a number of options as well as information and instructions about the new scheme.

  • Dynamic and Personalised Email – Example 1

The results

The campaign received a 57% open rate with 8% of all recipients signing up as a result of the campaign.

For more information about how Lorien Unique can help you to improve your response rates, please contact
Chris James, Director at:

Tel: +44 (0)1753 768466
Mobile: +44 (0)7717 423285
Email: chris.james@lorienunique.com

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