Agency: TBWA / London | Authors: Neil Dawson |
Eurostar – How Mr JetSet made Eurostar mean business
INTRODUCTION
This is the story of a comic character called Mr JetSet and his impact on Eurostar's performance in the short-haul business travel market. It follows on from the 2004 IPA Award winning 'Fly Eurostar' paper that documented the relaunch of Eurostar in 2003.
In this paper we will demonstrate 2 things:
How the successful 'Fly Eurostar' platform was made to work harder to convert business flyers to Eurostar via the Mr JetSet campaign
How this 'Disruptive', convention-breaking creative approach delivered significant...