Eurostar: Vote Eurostar - IPA Effectiveness Awards Case Study 2008

Brief Description: This shows how marketing and communications played a critical role in Eurostar's move from Waterloo to St Pancras International. Eurostar's aim was to ensure that no passengers were confused as to where to go on November 14th, the day of the move. The strategy was to view the move like an election, whereby 'constituents' in relevant areas were informed of what was happening during a 12-month integrated campaign. Communications included the use of a new model of 'launch' campaigning alongside polling of 'constituents' to ensure penetration. This strategy ensured that no one turned up mistakenly at Waterloo and 30,000 people arrived at St Pancras International either to travel or to witness Eurostar's new home. ;---(TAGS)--- Full Title: Vote Eurostar. How electioneering communications contributed to a landslide victory for high-speed rail ; Number: 2008/44 ; Brand Name: Eurostar ; Client: Eurostar ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: Fallon ; Author: Tamsin Davies, Jon Alexander, Charlotte Stone, Greg Nugent ;