Clicknpark is expanding into the Toronto market to help locals find those elusive parking spaces.
The parking platform, already a success in its home base of Québec, has teamed up with Open to update its brand identity, and make inroads in the 416. The brand fancies itself the OpenTable of parking, and boasts a big inventory of parking spots which can be reserved and guaranteed.
Simple creative associated with the brand offers to help drivers “find parking faster than you can find your keys.”
“Clicknpark was ready to break into the Toronto market this year, so we felt it was time to update our branding,” says Nancy Lee Jobin, Clicknpark’s head of business development, Ontario.
“The time was right to launch our campaign and new brand in Quebec during the Formula 1 weekend, with several different creative executions,” Jobin says. “It’s a bold campaign with phenomenal results, [as] our sales doubled in the first week after the ads went live.”
“The brand redesign is rooted in the journey and finding that perfect parking spot with ease,” says Martin Beauvais, partner at Open, which won the remit in February 2024. “It’s simple, modern and fun. The tone of voice also brings a smile to what is at times a stressful endeavor: finding parking.”
Beauvais says the timing of the launch coincides with the multitude of summer events taking place, whether it’s Toronto Blue Jays home games or the CNE’s opening.
He tells strategy that tactically, it is taking a digital-first approach to the campaign. So far, he says the greatest uptick in adoption as well as bookings on the app have come from the 25-35-year-old set.
Clicknpark already operates in Montreal, Quebec City, and the Ottawa/Gatineau markets.
The Toronto Parking Authority (TPA) operates 204 municipal parking lots containing approximately 38,000 spaces, roughly two thirds of which are parking surface lots, the others, garages. Green P, the city’s parking authority, says there are approximately 21,500 metered parking spaces located in core commercial areas of the city.