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CASE STUDY: Eurostar Tri-City-Athlon

Provided by Telegraph Media Group
Raise awareness of Eurostar's association w/ London 2012 as Official International Rail Services Provider online and in print

What was the Challenge / Background of the Campaign?

Raise awareness of Eurostar's association with London 2012 as the Official International Rail Services Provider. Drive registration & entries to take part in the Tri-city-athlon event. Promote Eurostar as an exciting and effective way to visit Europe.

What was the Campaign Objective?

Build awareness for Eurostar and drive engagement

What was the Solution?

The double Olympic Champion, James Cracknell fronted the campaign, encouraging readers to go online and enter the competition. In-Paper - 1 x four page editorial pull-out, 3 x half page features. Online - Fully interactive website. 1 x mini recruitment film fronted by James Cracknell (touring the course in Paris & Brussels) encouraging online users to enter, view entries etc. Event: James Cracknell and the British Team took part in the event on September 14th.

What were the Results?

37% of those who read the campaign were aware that Eurostar is associated with London 2012; an increase of +236%. One in four people said that the Tri-city-Athlon features had brought Eurostar's association with the London 2012 Olympics to their attention. After reading the Tri-City-Athlon features, people saw Eurostar as more convenient, exciting, green, and innovative. Since seeing the features 38% had done or intended to visit and 16% had done or intended to book a trip on Eurostar.

What were the Key Learnings of this Campaign?

The Telegraph and Eurostar Tri-City-Athlon generated positive results in a wide range of measures including: Advertising Recall, Brand Attributes, Purchase Consideration, Consumer Action.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details800k readers, 10mil online
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London01 Apr 10 - 30 Sep 10BUILD AWARENESS
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