Eurostar: How Mr Jetset made Eurostar mean business - IPA Effectiveness Awards Case Study 2006

Brief Description: Eurostar successfully re-launched in 2003, based on a product improvement and the 'Fly Eurostar' communications campaign. In the short-haul business market however, Eurostar's share remained relatively low. A core group of business flyers continued to resist switching to Eurostar. As more frequent travellers paying higher fares, hard-won converts would be of high and long-term value. The 'Fly Eurostar' platform was made to work hard via an integrated, highly-targeted campaign, featuring a comic character called 'Mr Jetset'. Increases in business volumes and revenues continued after the campaign as switching translated into loyalty. Eurostar achieved £21.2m of incremental net revenue on the Paris route alone and critical objectives of brand strength and share growth have been achieved ;---(TAGS)--- Full Title: How Mr Jetset made Eurostar mean business ; Number: 2006/07 ; Brand Name: Eurostar ; Client: Eurostar ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Business & Industrial (B2B) ; Agency: TBWA\London ; Author: Neil Dawson ;