Shunting trains through a tunnel made Eurostar one of the world’s most boring businesses. For most of the journey you don’t even get a view! Their English, French and Dutch websites were equally dull – just booking systems on top of unbranded destination guides. No wonder they were struggling to be heard against rival operators and budget airlines. The brief was to bring Eurostar to the forefront of consumer and business minds for cross-channel travel.
Working with The Clearing we measured rivals’ websites and all Eurostar’s channel and internal content. Our metrics, analysis and quantified tone of voice development led to the award-winning ‘Stories Are Waiting’ campaign. We integrated English, French and Dutch into a single Eurostar brand voice. Saying goodbye to function and hello to emotion made the journey nothing but access to a sensory destination experience. The results? Eurostar generated record customer numbers. And it now owns the emotional relationship between London and Paris. All powered by brand voice.
The success of ‘Stories Are Waiting’ all began with LinguabrandAdrian Walcott, General Manager, Brand and Product.