Case Study – Eurostar Tri-City-Athlon

Case Study – Eurostar Tri-City-Athlon
The Brief
•  Raise awareness of Eurostar’s association with London 2012 as the Official International
Rail Services Provider
•  Drive registration & entries to take part in the Tri-City-Athlon event
•  Promote Eurostar as an exciting and effective way to visit Europe
Insight
Product:
Eurostar is the high-speed passenger rail service connecting London with
Paris and Brussels.
Positioning: Investment has been made to become the Official Rail Services Provider of
London 2012
Our Readers: 800,000 Telegraph readers and 10 million online users have an active
interest in sport and travel.
Idea: The Eurostar Tri-City-Athlon
The Telegraph were tasked with launching the unique Tri-City-Athlon to a receptive and
sporting audience, in paper and online.
The double Olympic Champion and Telegraph writer, James Cracknell, fronted the
campaign, encouraging readers to go online and enter the competition.
Connections
In-Paper
- 1 x four page editorial pull-out
-  3 x half page features
Online
Fully interactive website
1 x mini recruitment film fronted by James Cracknell (touring the course in Paris &
Brussels) encouraging online users to enter
Competitions: Awaiting comp entries from Eurostar
Event: James Cracknell and the British Team took part in the event on September 14th
Reward
•  37% of those who read the campaign were aware that Eurostar is associated with London
2012; an increase of +236%
•  One in four people said that the Tri-City-Athlon features had brought Eurostar’s association
with the London 2012 Olympics to their attention
•  After reading the Tri-City-Athlon features, people saw Eurostar as more convenient,
exciting, green, and innovative
•  Since seeing the features 38% had done or intended to visit Eurostar.com and 16% had
done or intended to book a trip on Eurostar
For more information on creative solutions with The Telegraph, call 0207 931 3348
Case Study – Eurostar Tri-City-Athlon
Methodology
The Telegraph Reader
Panel
Results
The Telegraph and Eurostar Tri-City-Athlon generated positive results in a wide range of
measures including:
•  Advertising Recall, Brand Attributes, Purchase Consideration, Consumer Action
To what extent do you agree with the following statements about Eurostar?
Online panel of 18,000 managed &
maintained by Market Evolution
+26% increase
Recruitment via Telegraph.co.uk
and the Telegraph subscription
database
+47% increase
A mix of quality and mid market
national newspaper brand
consumers
+65% increase
+48% increase
Fieldwork dates:
Pre: 6th - 16th April ‘10
Post: 7th to 21st June ‘10
Do you know if any of these companies have an association with London 2012? (Yes)
Target audience:
ABC1 Adults
Respondent levels:
37%
37% of those who read the campaign were
aware that Eurostar is associated with
London 2012; an increase of +236%
Pre: 361
Post: 367
Travel Methods: How likely would you be
to use these methods to travel to
Europe?
Contact
For more information on this case
study, please contact Jonathan
Davies
e: [email protected]
t: 020 7931 3344
Since seeing the features, have you
done, or intend to do any of the
following?