CASE PROFILE: LES MISERABLES

Les Miserables

CASE PROFILE
Client: LES MISERABLES
Promotional Partner: CENTRAL PARKING SYSTEM

Profile:
"FREE PARKING" promotion. Les Miserables advertised "Free Parking" for the customer, but in essence, the show was paying for the parking at a very steep discount.
Les Miserables
Strategy:
LES MISERABLES sought out a partnership with a parking companyt hat would allow customers to receive a perceived value of upwards of $40. We created a program with multiple goals:
A)   Encourage first time visits from price sensitive customers in the suburban markets
B)   Encourage return visits by providing a low price point and added value
C)   Provide goodwill at little cost to the client
 
Implementation:
HHC oversaw all aspects of the promotion including negotiation of discoutned parking rate with the partner, creative, administrative and media.

Results:
By implementing this program, LES MISERABLES successfully combated the expected June drop in sales, and increased the client's advance at a time when competitors saw a dip in receipts.
 

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