We had to communicate Eurostar’s reduced travel time and the new arrival station in London, St Pancras. Our strategy had to make London attractive to French tourists. We created a different vision of London: New London. We created ‘human’ city guides - Your Personal Experts (YPEs). Tourists were invited to visit www.NewLondon.fr and ask the YPEs questions about travel. To launch, live sessions with YPEs were set up on portals Yahoo and MSN, using innovative banner technology. Results: Eurostar 2007 turnover: +11.6% vs. 2006, above forecasts (by +29%), 800,000 registered visits to Newlondon.fr, 351,000 videos seen, and 1.8m impressions.