Brand Owner: Eurostar
Date: Sept.–Nov. 2007
Media Agency: MEC
Other Agencies: Fullsix
Media Channel: Mobile, Internet, TV, Print
Eurostar, the high-speed rail line connecting Paris to London via the "Chunnel," was after a killer concept to launch its latest innovation: a reduced journey time and new arrival station in London's St. Pancras. It needed a strong idea to revitalize the Eurostar brand 12 years after launch and definitively position it as the next generation of short-haul travel, always "ahead of the game."
The strategy was to entice travelers on the European continent with a vision of "New London" and make it "the place to be," providing new reasons to discover or rediscover the city instead of going to Rome or Barcelona.
To do so, Eurostar created its own media called Newlondon.fr, which was an interactive web platform divided into two sections: New London online TV and the "YPES" (Your Personal Experts).
The YPES were a new generation of interactive city guides -- four London experts representing four main areas of French tourists' interests (music, art, shopping and business). Their role was to offer their expertise on New London live.
Live webcasts were set up in partnership with BBC, with the YPES answering consumers' questions live during a two-hour slot every week, revealing where and how visitors could stay "ahead of the game."
The online TV side featured 10 episodes of an exclusively produced London-themed comedy show, plus eight episodes of "New London TV" dedicated to London culture.
Meanwhile, Eurostar forged partnerships with other media channels to integrate the brand into their editorial. This included "English Week" on Canal +, a TV channel with high affinity with Eurostar's target audience, incorporating dedicated shows, interviews and cult movies about London. A special day was also dedicated to New London on influential radio station Europe 1, and a four-page advertorial published in Le Monde.
The success of the campaign is such that the New London concept has become the brand's main global communication platform for 2008 and onward. To date, Newlondon.fr has received almost a million visits, generating almost 2 million impressions and half a million video views.
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