Eurostar: Learning to Fly- the difference an idea made to the relaunch of Eurostar - IPA Effectiveness Awards Case Study 2004

Brief Description: A powerful integrated communications idea - 'Fly Eurostar' - has transformed the fortunes of the Eurostar business. By maximising the opportunity afforded by a product improvement - a 20-minute reduction in journey time - Eurostar achieved significant and immediate volume and revenue growth, such that the campaign more than paid for itself within six months. In addition, through use of benchmarking, the campaign was able to answer a fundamental communications industry question: what is the value of an idea? ;---(TAGS)--- Full Title: Learning to fly : the difference an idea made to the relaunch of Eurostar in 2003 ; Number: 2004/16 ; 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 ; Manning Gottlieb OMD ; Author: Neil Dawson, Jon Gittings, Greg Nugent ;