How to Turn a Luxury Sedan into a High Performance Vehicle

Client: Checker Sedan
Project: Create and execute a Brand for Checker Sedan
Date: July 2006 to Date

Challenge:
Checker Sedan bid for and won a highly competitive contract to provide luxury sedan service at Detroit's Metropolitan Airport. They won the bid against an established and known incumbent. Checker Sedan was relatively unknown, plus they could expect a fight from a competitor desperate to maintain their leadership position.

Objectives:
Generate broad awareness/consideration of Checker Sedan and announce/educate the target audiences on its new role as official luxury sedan provider for Metro Airport with resulting increase in reservations or requests for more information via telephone and/or website leading to trial rides and brand preference. Dominate inbound luxury sedan transportation to the Airport and take full advantage of opportunity to be the dominant outbound resource.

Secondarily, cross promote/sell other transportation services e.g. vans, buses, mini-buses, designated drivers, corporate point-to-point travel.

Results:
Monthly revenue has climbed over 175% since the July 2006 launch. Inbound rides have increased over 300%.
Web reservations have increased over 550%. Phone reservations have increased 169%. Visitors to CheckerSedan.com have increased over 320%.