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,
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.