Eurostar is further developing it’s digital presence by increasing online marketing activity and content, including the launch of a European trip planner to help travellers create and share holiday information and itineraries.
Last month Eurostar revealed it is developing its “Little break, Big Difference” campaign by launching additional digital, social and conversation media activity. The campaign offers an inspirational and personal take on Eurostar destinations, exploring four main themes: art and culture, food and drink, music and nightlife as well as fashion and beauty, whilst promoting its £59 return fare.
The digital campaign, organised by Fallon and Vizeum, will be predominantly activated by online animated banners called ‘the yellow button’, that invite viewers to indulge in an online ‘little break’ around one of the above themes, but will also be reinforced by press adverts that feature real Twitter quotes from those who have experienced a Eurostar ‘Little break’.
A dedicated social platform, www.littlebreakbigdifference.com, has also been created together with social media agency We Are Social, encouraging people to further explore these themes and book their little break. Visitors will have the option to post their comments and tips once they’ve returned. As part of the campaign, Eurostar has also invited influential bloggers on dedicated themed day trips, giving them a chance to share their experience with their own readers.
In addition, Eurostar has commissioned Rosbeef to create a series of six mini-films about Paris: they feature travel journalist and writer Michael Smith as he’s enjoying Parisian street life on a French getaway. (http://www.youtube.com/eurostarlittlebreak).
And this month Eurostar has appointed Bigmouthmedia to manage its multi-million-pound pan-European combined search account as it increases search’s share within its overall marketing mix.
It will use search as the backbone of a direct campaign, including email activity, driving people to the trip planner, which has launched in beta.
The site currently provides sample itineraries, detailed information on attractions and venues, as well as transport and currency information. Visitors can use a Google Maps mash-up to plan their trips and share the details with friends and family. Plans include submissions from staff and third parties, as well as to seed its own content on social networks.