Eurostar unveils direct response campaign to mark anniversary

by Noelle McElhatton, marketingdirectmag.co.uk 09-Nov-09, 10:10

LONDON - Eurostar is launching a two-phase campaign to celebrate its 15th anniversary, the first element of which is a call-to-action to visit Eurostar's social media site.

Consumers will be encouraged to visit Littlebreakbigdifference.com, and describe the biggest change to their life over the past 15 years, to mark Eurostar's launch in 1994.

The call to action to enter the competition is featured on press, radio, outdoor and digital ads, created by Fallon.

The top 100 entrants will be invited to a champagne reception on Friday 13 November, with 15 couples selected to go on all-expenses-paid trips to Paris.

A second phase of the campaign will then promote how Eurostar has changed perceptions throughout Europe since 1994.

One creative execution will say ‘Brussels?; Brussels!' to demonstrate the improved awareness of Belgium's capital.