Eurostar, the high-speed passenger service which links the UK and the continent, celebrated 15 years of service, over 100 million travellers and the equivalent mileage of 338 trips to the moon with a multi-media advertising campaign which was designed for maximum customer engagement.
The campaign combined print, digital outdoor, radio and online and also included a trade campaign. Outside London and the South East a print campaign featured “From over 200 UK stations to the Continent, connecting at St Pancras International” .
One of the most important elements was the interactive engagement and to encourage travellers to share their memories and experiences over the past 15 years. A 15th anniversary competition was promoted on Absolute and Magic radio stations accompanied by print advertisements which generated over 15,000 entries. It culminated in a spectacular event at Searcy’s Champagne Bar at St Pancras International on Friday 13 November – the eve of Eurostar’s Birthday. Some 15 lucky pairs of winners had a surprise luxury weekend in Paris whilst the runners-up partied at the station for the rest of the night.
Eurostar’s Director of Sales and Marketing, Emma Harris, said: “Superstitious! No way. Friday 13 November was simply incredible, the feedback we had was amazing and it was fascinating to hear people’s stories of the last 15 years. It was significant that many people also included their experience of Eurostar and how the service has affected people’s lives - some met, some went on honeymoon, some conducted relationships. We are very proud that we have grown up with a new generation of travellers. ”
Eurostar’s integrated advertising campaign was delivered by agencies - Fallon, Vizeum, Firelighter and Glue.