Eurostar, the provider of high-speed, carbon neutral rail journeys between the UK and the Continent, 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’.
Little Break Big Difference.com screenshotA 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).