Agency: BMP DDB Needham | Authors: Anneke Elwes and Louise Cook |
Le Shuttle: Selling a hole in the ground
INTRODUCTION
This is a difficult case. Le Shuttle is something entirely unique. There is no precedent, no test market or similar case histories to look to. The launch was surrounded by considerable 'noise' - financial controversy, operational problems, editorial and promotions. Even without advertising, there were unlikely to be many people who had not heard of it and did not have an opinion. The data is patchy, particularly knowledge of the market and competition1and the advertising response was...