Eurostar - The London virus

The London Virus transmitted by Eurostar

Anne-Françoise Piette
The Marketing Day – March 23rd 2010

Many things have changed recently

THE CONSUMER
FROM PASSIVE AUDIENCE TO ACTIVE PARTICIPANTS

THE WAY TO SPEAK TO THEM
FROM MONOLOGUE TO DIALOGUE

THEIR EXPECTATIONS
FROM TRUST IN BRANDS TO TRUST IN PEERS

This impacted the way Eurostar wants to communicate with
the audiences

The 4 brand beliefs of Eurostar

1. From brand promise to brand behaviour

2. From 360°C to a 365 days

3. From a one off consumer to a real ambassador

4. From an imposed messaging to an open-minded
relationship

Wednesday, 17 March 2010 3

Brand belief #1

FROM BRAND PROMISE TO
BRAND BEHAVIOUR

1. From brand promise to brand behaviour

• In the past: differentiation through brand promise and
innovations

• Today: real innovation is rare and all brands promise the
same.

• How you act has become more important than what you
say. “Act” instead of “say”.

• FROM a brand promise TO a Brand Attitude.


Eurostar’s brand behaviour


Brand belief #2
Brand behaviour is more than classical campaigns

2. FROM 360°C TO 365
DAYS

2. From 360°C to 365 days

• 360° is about translating the same message by the
same creative idea at all media.

• However, today the brand doesn’t manages 100% of the
relation anymore.

• More and more, the consumer defines when and where
he wants to be in contact with your brand. A brand needs
to be at disposal at all times.



• Build a relationship with our consumers beyond the
moment they buy a ticket to London.

• It’s about an everyday lives interaction.

• Each time relevant information/ added value, which
enrich their day to day life.

• The emotional link build step by step will result in real
trust.



How does Eurostar realizes that?

A campaign is always more than ad.

It’s always about a strong & relevant consumer insight
which will really make a difference in our consumer day
to day life,
AND we’ll always find a way to engage with our
consumer, to offer them the opportunity to enter in
relationship with the brand.

Some examples…


Monopoly Game

• Interactive sms game « Pound is low, buy London »

• « Buy Eurostar posters in the street and if anybody else
tries to buy your poster, you get a rent ».

• RESULTS: 1,569 unique participants /15,709 SMS



Campaigns Mini-Sites

Ex: « Create your own ad! »



Destination marketing program

Mix of qualitative, credible, unexpected touch points…


Brand belief #3
FROM A ONE OFF CONSUMER TO
A REAL AMBASSADOR


• In the past: attract new consumers via a push approach.

• Afterwards, started the era of loyalty, CRM, etc…
(because of recruitment costs)

• Today: Consumer-actor, Word of Mouth, trust in Peers…
The consumer as to be part of the media plan, we need
to provide him added value in order to turn him in real
ambassador.

 Get the London virus & pass it on!



London is cheap  GO NOW!

Online viral: Girls Geek

• Special organized shopping & New tech Day trip for 40 bloggers
• Mobile phone mash-up Google Maps / FlickR & Twitter
• Mini site following the day
• Journalists on board
• Networking with the London/Paris girls geeks + The Eurostar
mobile application in live demo




Online viral: Girls Geek

• +/- 1,000 tweets on March 14th - Reached Number 4th
worldwide trend
• Topics of blogs discussions: Eurostar, 1h51, low £, London
shopping, mobile application
• Press coverage: RTBF La Première, Pure FM, De Standaard, DH,
Media Marketing

 Don’t underestimate the WOM…




Off-line viral: Key Opinion Leaders

• Inspiring people, who has/are platforms
 they are the news
• Let them experience “the cheap but still very London”
• 100 VIP’s (ex Eric Boschman, Olivier Strelli, J-M Zecca…),
trendy hairdressers(JD Coiffure, Queen for a day…) & trendy
bars (Belga Queen, Café Callens…)





• Help them: a goodie bag with Oyster card, different London
day trips examples, Visit London, guides, tube & London map,
reductions in shops…





Follow-up:
• special pack sent to them twice / year
• Advance booking for special promos
• Special program under development in order to turn
them in real ambassadors



Eurostar’s 15 Anniversary!

• 100 Mios travellers in 15 years
• How is it possible that London Virgin’s still exists?
• Find them & transform them in London Lovers


Brand belief #4
FROM AN IMPOSED MESSAGING TO
AN OPEN-MINDED RELATIONSHIP

4. Listening

• Local Monitoring
• Focus on brand, London topics and competition
• Use of free tools
• Lead by Marketing department
• 5 days a week, working hours


4. Social Media platforms usage

• 1 Blog (UK)
• 3 Facebook Fan pages (UK, FR & BE)
• 2 Twitter accounts (UK & BE)
• Lead by Marketing Department
• Our objectives:
- Educate and entertain on our destinations (real focus)
- Strengthen our brand key messages (pioneering, more than a
travel service, honesty&transparency)
- Develop and engage with our London/Paris/Brussels Lovers
- Interact with our community (be ready to answer their
requests)


4. Blog


4. Facebook


4. Twitter


4. Dec 18th, night. 5 Eurostar trains stucked in
tunnel = our event

• Saturday 19th, 9:10am- Thanks to the UK driver’s strike
alert, our Social Media responsible finds out significant
amount of Tweets mentioning the event

• 9:13am - Contact with our Belgian PR responsible to get
updated and check what can be published online (wait for go)

• 9:17am- Official decision to update our marketing Social
Media channels (Twitter and Facebook) with corporate info and
consumer issues

• 9:18am - First tweet published : “ Eurostar has cancelled all
services this Saturday morning 19 December before 12 noon
because of severe weather conditions. #eurostar””

4. Listening

• Global + local monitoring
• Focus on brand (corporate & crisis communication) &
trends
• Use of professional tool
• Lead by Marketing and Communication department
• New Communication On Call Process
• 7 days a week/ 24 hours


4. Social Media platforms improvement

• 1 Corporate Communication Twitter account
• Social Media Newsroom (extended version in development)


4. Corporate Twitter


4. Eurostar Newsroom


4. Other improvements

• New corporate website www.eurostar.com update process:
Real time updates during crisis
Publication in English first
• New crisis approach to our consumers (Q&A take into consideration
their own needs in time of crisis)
• Call center improved process


4. Our Q&A section


The London virus transmitted by Eurostar

Trust is definitely contagious…

Consumer Brand

Peers

Q&A

Thanks for your attention!


Eurostar - The London virus

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