Riyadh Parking: Transforming Urban Mobility through a Comprehensive MarComms Strategy

  • ClientRemat Al Riyadh
  • TypeMarcomms Strategy
  • Year2023

Challenge

As part of REMAT’s initiative to enhance urban mobility and improve the quality of life in Riyadh, "Riyadh Parking" was launched to address growing parking challenges. The project aims to introduce a smart parking solution that would align with Saudi Vision 2030's goals for urban development and sustainability. The challenge was to not only raise awareness about the benefits of this innovative parking system, but also drive adoption among a population that is accustomed to traditional parking methods.

The core of the task was to communicate the long-term benefits of this system while addressing concerns around the ease of use, fees, and technology barriers, particularly among the general public, private sector, and government stakeholders.

Strategy

We developed a comprehensive marketing communications (MarComms) strategy that was designed to transform the public’s parking behavior in Riyadh, positioning Riyadh Parking as the leading smart parking solution in the region. The strategy focused on the following key elements: Brand platform: Emphasizing smart, humanized urban spaces, positioning Riyadh Parking as part of a transformative urban development.

Campaign platform: Using the "Parking Simplified" message to highlight convenience, accessibility, and safety, aiming to improve urban mobility and reduce parking congestion. Audience segmentation: Targeting the public, private sector, and government entities with tailored messaging to address each group’s needs and concerns. Communications strategy: A phased approach focusing on building awareness, encouraging app adoption, and fostering long-term use by emphasizing the benefits of a cleaner, safer, and more efficient parking environment.

Execution

Launch campaign: We organized a large-scale launch event and engaged with media outlets to drive initial awareness. The campaign was supported by outdoor advertisement, digital and social media campaigns, and public relations efforts. Localized messaging: For each segment of the audience, we developed bespoke messaging that addressed their specific pain points and motivations: - Public: Messaging focused on ease of use, the reduction of congestion, and the enhancement of community spaces. - Private sector: We positioned Riyadh Parking as a business opportunity that aligned with Riyadh’s growth and smart city ambitions, driving interest in partnerships and investment.

- Government entities: We emphasized how the project was aligned with Saudi Vision 2030’s goals, framing it as a pivotal step toward urban mobility and sustainability. - Community engagement: A key component of the strategy was engaging with the local community through educational programs, public consultations, and on-ground activations to ensure that the public understood how to use the system and felt comfortable adopting it. Digital presence: Riyadh Parking’s mobile app was central to the success of the initiative. We developed a user-friendly digital interface that provided real-time parking availability, seamless payment options, and support for alternative mobility solutions like e-scooters and pedestrian pathways.

Riyadh Parking: Transforming Urban Mobility through a Comprehensive MarComms Strategy