Although born as a truly European brand bringing the UK, France and Belgium together, Eurostar’s communications had lost consistency and coherence across the three markets. The impact was costing the business – in implementation, awareness and customer engagement.
Having already evolved the brand positioning and identity, we applied our work across a series of hallmark, pan-European communications campaigns aligned to the business’s strategic priorities.
Our sales activation work across digital and print media gave Eurostar a new, highly-visible way of price fighting to increase volume at key times in the year. It also launched the new tri-lingual tone of voice we created.
Our ‘Connections’ campaign in and around St Pancras, Gare du Nord and Brussels-Midi built awareness around Eurostar’s destinations beyond London, Paris and Brussels. This was aligned to the business’s objective to increase ‘connecting’ passengers by a third by 2015.
To leverage Eurostar’s partnership strategy with museums and galleries, and increase customer uptake of its ‘2 for 1 entry’ offer, we developed a campaign that raised awareness and understanding amongst travellers.
And in 2013 our brand campaign called on travellers to re-engage with Eurostar based on the promise of ‘Stories are waiting’.
Our sales activation campaign sold more tickets on one day – 54,000 – than any other in Eurostar’s history. It achieved 79% of its pan-European promotion volume in its first week.
Sales for connecting destinations rose from 4% in 2012 to 10% in 2013.
Conversion rates for our ‘2 for 1’ campaign reached 241% vs KPI.
Engagement with the brand campaign – based on social likes, clicks, shares, comments and re-tweets – achieved 164% vs KPI. And its social engagement rate hit 500% vs the industry average.
Campaign development | Digital, print & outdoor advertising | Social media | Design | Tone of voice