Eurostar: The Soul of Amsterdam

Challenge

Eurostar is most commonly associated with travelling to Paris but the brand was keen to promote the new route to Amsterdam. Arena Media created a TV and digital campaign to make consumers aware of the route and drive interest and sales.

Insight

Eurostar wanted to use the travelling experience to encourage people to travel to Amsterdam and increase sales on this particular route. Eurostar had already used a TV ad to raise awareness and get consumers interested in the new route, the next phase of the campaign used digital content across a variety of platforms to drive sales.

Solution

Arena Media built a content management system that took Eurostar data and social conversions and used them as advertising content. This took the form of a channel called 'Eurostar Live' which was featured across all Eurostar's media.

'Eurostar Live' displayed customer experiences and the inner workings of Eurostar for all to see. Content was managed across 5 digital outdoor formats, 365 digital screens and 8 online digital display executions. This meant that 7,000 spots were delivered every day, consisting of several types of content.

This included bloggers posting images of 'Amsterdam's gems', a live stream of Eurostar's Twitter and Facebook feeds and interactive competitions where consumers had to guess Amsterdam's landmarks via Twitter. Eurostar's own data was also used to visualise content, including live departure countdown clocks and speeds on trains on route to Amsterdam.

Results

Eurostar saw a 44% increase in sales to Amsterdam and a 6% increase across all destinations.

Social engagement with Eurostar also increased the brand go 30% more Facebook fans and an average volume of 250 per day during the campaign period.

'Eurostar Live' achieved the highest scores of Eurostar being seen as an innovative brand in post campaign advertising tracking.