Eurostar - Learning to Fly: the difference an idea made to the relaunch of Eurostar in 2003

Greg Nugent, Jon Gittings and Neil Dawson

This novel case study demonstrates how communication capitalised on Eurostar’s 20-minute reduction in journey time to reposition the brand.
Agency: TBWA\London, Manning Gottlieb OMDAuthors: Greg Nugent, Jon Gittings and Neil Dawson

Eurostar

Learning to Fly

The difference an idea made to the relaunch of Eurostar in 2003

INTRODUCTION

This study will demonstrate how a disruptive idea can maximise the opportunity afforded by a product improvement; by flying in the face of the accepted wisdom about its position in the travel marketplace, Eurostar learned to fly. It will illustrate how a powerful integrated communications idea can transform the fortunes of a business and revitalise a brand. It will show how this idea cut through in the competitive,...

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