Final project presented to AMV BBDO Dec' 2012

1. Em Mathews
Grad Pitch Brief
AMV BBDO

3. The Challenge
• Eurostar’s position may be coming under
threat with competition on the cross-
channel rail route.

4. Objectives
• Ensure that Eurostar are well positioned to
deal with this new challenge
• Use a Pan-European Approach

6. Competitor Review
Speed Door to door Less expensive Unrestricted
Strength movement
Long check-in Cost of fuel Long journey time Cost
Weakness
Bargain Hunters Families Older People / Business /
Audience Students Active travellers

7. Competitor Review
Speed Door to door Less expensive Unrestricted
Strength movement
Long check-in Cost of fuel Long journey time Cost
Weakness
Bargain Hunters Families Older People / Business /
Audience Students Active travellers

8. Eurostar SWOT
Strengths Weaknesses
• Convenience • Cost
• Comfort • London-centric
• Less hassle
• Currently have 80% of London 
Paris market
Opportunities Threats
• Owning an area – “best for…” • Cheaper trains e.g. Deutsche Bahn
• Have a stronger tone of voice
• Capacity for an extra 4million
customers/year

9. Market Truth
• Travelling by train is more luxurious than
other methods of crossing the channel

11. Previous Campaigns

12. Previous Campaigns

13. Previous Campaigns

14. Tone of Voice & Analysis
• Light-hearted
• Fun
• Doesn’t take itself too seriously
• No imagery of trains/tunnels
• Focus on destinations
• Personal rather than literal journeys

15. Brand Truth
• Eurostar has set the bar as the first for
cross-channel rail travel

17. Target Audience Segments
Brand
directed
Arts &
Culture
2.6
Fun Organised
Organising Fun
Work hard,
Novelty 2.8 Play harder
2.8
Seekers
Price
Influenced

18. Target Audience Segments
Brand
directed
Arts &
Culture
2.6
Fun Organised
Organising Fun
Work hard,
Novelty 2.8 Play harder
2.8
Seekers
Price
Influenced

19. Consumer Profile
• Busy
• Ambitious
• Reward seeking
• Highly sociable
• Status is important
• Strong herd mentality
• Everything has a value
• Used to instant results

20. Consumer Journey
Planning Booking Packing
Travel to the station
Check-in Board Travel Arrive

21. Audience Truth
• They feel entitled to a première experience
whether or not they are travelling first
class

23. Insight
Audience Truth
Brand Truth
Market Truth They feel entitled
to a première Eurostar has set
Travelling by train experience the bar as the first
is more luxurious whether or not for cross-channel
they are travelling rail travel
first class

24. Insight
Audience Truth
Brand Truth
Market Truth They feel entitled
to a première Eurostar has set
Travelling by train experience the bar as the first
is more luxurious whether or not for cross-channel
they are travelling rail travel
first class
Eurostar should now set the standard for
luxurious on board experience by bringing a
sense of elegance back to train travel

25. Proposition
To show that Eurostar is
the most elegant way to travel
to and from Europe

26. Reasons to Believe
• The Brits get dressed up to take the
Eurostar to Paris – this is the opposite with
EasyJet
• This ties in at the time that they are
launching a new fleet

28. Brand Platform
The Way There
La Façon d’y Arriver
De manier waarop er

29. Media Suggestions
High Indexing Channels: Low Indexing Channels:
• Internet • TV
90% Penetration 97% Penetration
• Mobile • Radio
83% Penetration 93% Penetration
• Cinema • Newspaper
13% Penetration 53% Penetration
• Word of Mouth • Gaming
12.2% Penetration 19% Penetration

30. Media Suggestions
High Indexing Channels: Low Indexing Channels:
• Internet • TV
90% Penetration 97% Penetration
• Mobile • Radio
83% Penetration 93% Penetration
• Cinema • Newspaper
13% Penetration 53% Penetration
• Word of Mouth • Gaming
12.2% Penetration 19% Penetration

31. Creative Thought Starters

32. Thank You
Em Mathews
em@emmathews.co.uk
+44 (0) 7879 351 018
fairedos.blogspot.com
@ParisiEm