The Eurostar Quest

The Eurostar Quest

Integrated Campaign

Client:

Eurostar

Ambition

To restore London and Paris to the top two global city break destinations, following the 7/7 bombings and Paris riots.

Solution

To position Eurostar as the expert in these destinations, and bring them to life for a global audience. 

We secured multi-million dollar ‘global partner’ status with Sony Pictures’ upcoming blockbuster, The Da Vinci Code, before the movie had been cast. This allowed the Eurostar brand to become fully integrated into the making of the film and its worldwide story. 

Based on the film, we created a ‘Da Vinci’ style online treasure hunt, The Eurostar Quest, bringing to life the hidden secrets of the two cities. 

We leveraged the entire Eurostar media estate to gradually reveal puzzle clues over time, for the chance to win the largest ever online prize fund - including luxury Eurostar travel for life, 5 years’ accommodation at The Ritz, Paris and Claridges, London and  £200,000 spending money.  

Internationally promoted via a £5m multi-lingual integrated campaign featuring TV, outdoor, press, digital, experiential and direct communications.

Results

London and Paris successfully returned to No.1 and No.2  global city break destinations.

Eurostar advanced bookings increased by over 15% and revenue increased by £16.9m.

Eurostar commercial performance grew 5 times faster than pre-campaign and twice as fast as the rest of the market.

1.3m people from 57 countries registered, 150,000 players took part across 16 puzzles, 21,000 completed the Quest.

Awards

MAAW Globe Best in the World promotional marketing campaign. MAAW Globe Gold Best Sponsorship Campaign, plus further 18 prestigious awards around the world making this the most decorated campaign ever from a UK agency.

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