Eurostar – Service Fit For A Kiiiing

Client: Eurostar
Brand/Topic: Eurostar’s new business class
Date: September 2010
Region: Belgium

Our mission
Promote Eurostar’s new Premier classes, by using a strong idea to illustrate the “royal” service. We needed to avoid any allusion to the British royal family.¬†Activate the campaign online and via social networks.

Target audience
Business men and women, but also leisure clients who could afford the service.

Our approach
Being treated like royalty is no longer just for monarchs. As a Eurostar traveller we wanted people to feel like a king. From now on they just needed to ring for royal treatment. What could illustrate this idea better than a service bell?

The slogan “Get ready for service fit for a Kinnnng” was used throughout all communication. It was particularly useful to crown the campaign with a touch of majesty and to activate the idea online.

Via a newsletter and a direct mail, a select group of travelers was invited to visit a micro-website where they could participate in a contest. The trade was informed via print ads.
We even included an iPhone and Blackberry application which let kings and queens use a virtual service bell to have their orders executed. Funny, but useful orders could be selected from a list.
For Facebook we presented an application which let users request a royal service from their friends.

Media used

  • Website with contest
  • Banners
  • DM
  • E-mailing
  • iPhone / Blackberry App
  • Facebook
Services Provided

  • Art direction
  • Copywriting
  • Graphic design
  • Web design and programming
  • iPhone/Blackberry interface design & development
  • Monitoring of online statistics
  • Account and project management