Eurostar's "Little break, Big Difference" campaign goes digital
20 Aug 2009
Eurostar, the provider of high-speed, carbon neutral rail journeys between the UK and the Continent, is developing its Little break, Big Difference campaign by launching additional digital, social and conversation media activity. The campaign offers an inspirational and personal take on Eurostar destinations, exploring four main themes: art and culture, food and drink, music and nightlife as well as fashion and beauty, whilst promoting its £59 return fare.
The digital campaign, organised by Fallon and Vizeum, will be predominantly activated by online animated banners called 'the yellow button', that invite viewers to indulge in an online 'little break' around one of the above themes, but will also be reinforced by press adverts that feature real Twitter quotes from those who have experienced a Eurostar 'Little break'.
A dedicated social platform, www.littlebreakbigdifference.com, has also been created together with social media agency We Are Social, encouraging people to further explore these themes and book their little break. Visitors will have the option to post their comments and tips once they've returned. As part of the campaign, Eurostar has also invited influential bloggers on dedicated themed day trips, giving them a chance to share their experience with their own readers.
In addition, Eurostar has commissioned Rosbeef to create a series of six mini-films about Paris: they feature travel journalist and writer Michael Smith as he's enjoying Parisian street life on a French getaway. (http://www.youtube.com/eurostarlittlebreak).
To book a little break that makes a big difference, please visit www.eurostar.com or call 08705 186 18
Notes to editors:
1. Eurostar provides high-speed, carbon neutral rail journeys between St Pancras International, Ebbsfleet International, Ashford International, Paris, Brussels, Lille, Calais, Disneyland Resort Paris, Avignon and the French Alps. Onward connections are available to destinations across mainland Europe.
2. Travellers can buy connecting fares to the Continent from more than 200 stations across the UK. Return ticket prices range from £63, including Brighton from £71 and Edinburgh from £92. Eurostar's lead-in fare of £59 return from London to Paris/Brussels has gone unchanged for six years. To book tickets or for more information, please visit www.eurostar.com or call 08705 186 186.
3. Under its Tread Lightly environmental plan, Eurostar has set a target of reducing its CO2 emissions by 35% per traveller journey by 2012. Because emissions cannot yet be eliminated, Eurostar is also the world's first train operator to make all journeys carbon neutral, at no extra cost to travellers. Research commissioned by Eurostar has shown that a Eurostar journey between London and Paris/Brussels generates just one-tenth of the carbon dioxide of an equivalent flight.
4. Eurostar and Friends of the Earth are working together in the UK on Eurostar's Tread Lightly initiative and Friends of the Earth's climate campaign. To find out more about Friends of the Earth visit www.friendsoftheearth.co.uk.
5. Eurostar is a founder member of Railteam, a partnership between Europe's leading high-speed train operators that is developing simpler ways to book and travel on the fast-expanding, European high-speed rail network.
6. Eurostar and Eurotunnel are entirely separate businesses. Eurostar operates high-speed passenger trains, while Eurotunnel operates vehicle shuttle services and the Channel Tunnel itself. Eurostar is Eurotunnel's biggest customer.
7. To book tickets or for more travel information, please visit www.eurostar.com or call 08705 186 186.
For more information contact:
Eurostar Press OfficeEurostart: 0044 (0)20 7843 5500e: firstname.lastname@example.org