Eurostar’s ongoing strategy is to integrate social media across their business to help build customer loyalty.
Amid difficult economic conditions, the importance of increasing tickets sales and driving awareness of the existing destinations across Europe was imperative.
Above all was a need to build meaningful relationships with consumers, so Eurostar can help address their needs to provide better service for all.
Arena met all these objectives by building Eurostarlive.com; a real-time content platform that took business data and social conversations and flipped it into advertising content. Essentially ‘Eurostar Live’ displayed customer experiences and the inner working of Eurostar for all to see.
Eurostar Travelers proved to Londoners that Amsterdam is stimulating in more ways than one:
- We displayed customer experiences and the inner workings of Eurostar for all to see live in eurostarlive.com and in huge digital billboards;
- We comprised a variety of content generation exercises, including bloggers posting images to London’s commuter audience and direct feeds from Eurostar’s Facebook and Twitter.
- Interactive ‘spotted’ competitions asked commuters to guess the Amsterdam landmarks via Twitter. They included the visualisation of Eurostar’s own business data, including live countdown clocks to next departing train to Amsterdam and locations and speeds of trains en route to Amsterdam.
- We curated and managed content over five different digital outdoor formats, 365 digital screens and eight online digital display executions.
Massive uplift of 44% on bookings on the Amsterdam route. Eurostar Live also drove increased volume on other key destinations including Paris and Brussels.
We delivered more than 7,000 uniquely curated spots daily.
An increase of 5000 visitors in web traffic to Eurostar’s content site – Europe by Eurostar
A 30% increase in Facebook fan volume and a total of 1,213 bits of user generated content shared across the platform
The Eurostar Live activity achieved the highest scores as Eurostar being seen as ‘an innovative brand’ in post campaign advertising tracking.