On November 15th 2009, Eurostar wanted to celebrate its 15th anniversary. Conventionally brands celebrate past accomplishments. Instead, we wanted to speak about the future and Eurostar’s ambition to convince every Belgian to visit London, the most exciting and innovative city in Europe.On the day of the 15th anniversary, we organised a London Virgins train. A train with 750 Belgians that had never been to London before, accompanied by 20 journalists. These London Virgins got a guided tour through London. The journalists could experience how the London Virgins really were impressed with London, and could really see and understand the effect London and Eurostar have on Belgians.The London Virgins train got massive PR attention. Via traditional press (radio, TV, newspapers) and word-of-mouth by the London Virgins themselves. And via the social networks, where many Belgians followed the action.

LONDON VIRGINS: an anniversary train full of people who have never been to London before. The campaign consisted of 2 phases:1. The recruitment of “London Virgins”: in train stations around Belgium, people were asked if they were a London Virgin. If so, they got a free ticket for the London Virgins train.2. The London Virgins train of November 15th. 750 Virgins and 20 journalists got a fully guided day trip

The free PR coverage exceeded largely the entire investments for the campaign.