FUSION is a London-based branding company that serves clients internationally. We develop and implement brand strategies rooted in a fact-based understanding of your customers, your competitors and your own organisation.
National Car Parks approached Fusion because it was concerned about the impact of the London Congestion Charge. We developed a radio and print advertising campaign that offered tariff discounts and facilities to make paying the charge easier. The success of this campaign led to a full brand strategy project.
Fact-based research to understand car park usage was used to define an optimal customer experience, new brand positioning and key selling messages. Research insights led to a redesign of the NCP car parks and a range of communication initiatives. NCP had been acquired by Cinven in 2002 for GBP 275 million and was subsequently sold to 3i for GBP 555 million in 2005.