Gateway to the city
NCP is synonymous with parking in the UK but the brand associations are not always positive.
When a new player entered the UK market offering crisp, clean and modern car parks, NCP was trapped in a difficult brand legacy. After the new player won a major city centre redevelopment project that locked NCP out of the city for 20 years, we started working with them to tackle this issue head on. Nine months later when the two companies went head to head again, NCP won.
Customers liked it because they were presented with a well researched and deeply engaging proposal, including a drive-through 3D virtual model that made clear how different new NCP car parks are from that legacy perception.
The client liked it because it helped them rapidly respond to a changed market, retaining business and adding more value to their customers.
You can’t change history, but adapting to the new reality can make you stronger.