Eurostar - How Mr JetSet made Eurostar mean business

Neil Dawson

The new Mr JetSet campaign for Eurostar in 2004-05 aimed to build on the success of the 2003 relaunch.
Agency: TBWA / LondonAuthors: 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...

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