Launch the UK’s high-speed Channel Tunnel Rail Link and revitalise Eurostar’s brand and business. Communicate the benefits of the new line, regain lost market share, particularly amongst business travellers, and make Eurostar feel special again. Amplify the campaign idea that positioned Eurostar head-on against the airline industry… ‘Fly Eurostar’.

23% more considered Eurostar to be ‘really special’; 25% more people ‘insisted’ on travelling by Eurostar; Q4 volume was up 16.3% and revenue was up over 10%; Year on year share figures increased from 58.1% to 65.96% on the London-Paris route and 41.76% to 47.56% on the London-Brussels route. (Source: NFO tracking, Eurostar Sales and Civil Aviation Authority)

Celebration - alongside traditional formats we amplified the message with an unprecedented 65 flagship panels: Tilted 96-sheet ‘take-off’ sites; Illuminated 3D Eiffel Towers (with windsocks); Landing lights hand-cut from ‘runway’ 96-sheets to intensify the backlit illumination; ‘Runway’ sites at T-junctions to amplify the impression of landing; Ceiling banners at Waterloo and an 80m runway leading to the Eurostar terminal.Challenge - Every site at Heathrow Underground Station; Handpicked panels on route to City Airport and Heathrow; Every panel at Canary Wharf DLR station & a platform at Canary Wharf tube station; A bespoke pack of City gym 6 sheets (‘For a real work-out take the plane’); All 300 tube-cards on the Waterloo and City line; 75 ‘Go Faster’ liveried taxis targeting the ‘Square Mile’ (poster sites are scarce) and airport taxi ranks; 700 48-sheets in ‘switching’ boroughs; ‘Free for a day’ taxis targeted institutions with airline travel accounts and had a Eurostar stewardess to collect passenger data.

Celebration - alongside traditional formats we amplified the message with an unprecedented 65 flagship panels: Tilted 96-sheet ‘take-off’ sites; Illuminated 3D Eiffel Towers (with windsocks); Landing lights hand-cut from ‘runway’ 96-sheets to intensify the backlit illumination; ‘Runway’ sites at T-junctions to amplify the impression of landing; Ceiling banners at Waterloo and an 80m runway leading to the Eurostar terminal.Challenge - Every site at Heathrow Underground Station; Handpicked panels on route to City Airport and Heathrow; Every panel at Canary Wharf DLR station & a platform at Canary Wharf tube station; A bespoke pack of City gym 6 sheets (‘For a real work-out take the plane’); All 300 tube-cards on the Waterloo and City line; 75 ‘Go Faster’ liveried taxis targeting the ‘Square Mile’ (poster sites are scarce) and airport taxi ranks; 700 48-sheets in ‘switching’ boroughs; ‘Free for a day’ taxis targeted institutions with airline travel accounts and had a Eurostar stewardess to collect passenger data.

Outdoor was the ideal medium to take the fight to the airlines: suited to propaganda and part of the London landscape. Using industry and bespoke research we segmented the Eurostar audience and tailored formats to lifestyles (see Appendix 1). The campaign split into two phases: Celebration (launch ‘Fly Eurostar’ to the wider public) - Flagship formats and innovative techniques that leveraged the message; Own Waterloo Station / Waterloo International and, Challenge (Aggressive, disruptive targeting of hard-nosed business flyers) - Target routes to (and infiltrate) Heathrow and City airports; Dominate business hubs (the City, Canary Wharf); Target ‘switching zones’ where the reduced journey time (20 minutes) could convert flyers to Eurostar.