a must-do European attraction
Alcone was asked to increase brand awareness in the U.S. market for Eurostar, a high-speed railway service based in the UK, and position it as a must-do European attraction when booking a trip to London or Paris. Our research indicated that the targeted demographic is technologically savvy, shares a lot on social media, and uses hashtags to search potential travel destinations. This demographic is also “experience” centric, looking for something more from a brand than just marketing – something valuable and fun.
the eurostar adventure
Our concept became “The Eurostar Adventure: 2 Cities, 1 Day #LondontoParis”, a digital activation with an experiential arm that highlighted the key selling point most valuable to the target consumer: the ability to reach two of Europe’s most important cities in one day.
To amplify awareness in key target zones, Alcone brought London and Paris to the streets of New York and Los Angeles with a photo-sharing experiential that attracted thousands of people.
A targeted Facebook and Twitter media buy with whimsical creative attracted the target consumer, bringing them to a microsite within Eurostar’s brand site. Once on the site, consumers created a digital postcard featuring London and Paris landmarks, uploaded their photo on top of it and selected a fun digital prop such as a moustache or tea cup to add a bit of humor to the photo. If they shared the photo on social channels or via email, they were entered for a chance to win a trip to Europe.