In order to promote their new service from London to Amsterdam via Brussels, Eurostar wanted to create buzz around the route, positioning themselves as a travel expert rather than just a transport operator.
With total control over content and timing, LIVEPOSTER™ enabled Eurostar’s agency to display real-time updates and time-specific messages alongside live data feeds from the train’s journey and a countdown to the next departure time.
Content appeared live on screens within minutes, allowing numerous unique executions every hour for 18 hours a day and across hundreds of locations and online.
Travellers were invited to add to the content channel by tweeting their top travel tips and sending in their favorite pictures of the city. The best entries were rewarded with free Eurostar tickets in weekly competitions.
Eurostar’s LIVEPOSTER campaign went live across 363 digital screens in London and the South East for four weeks with a total of over 600 unique creative executions.
Eurostar gained a 44% uplift in sales to Amsterdam, as well as a 6% uplift in sales to other destinations.
The campaign also inspired a 30% increase in Facebook fans and an average of 250 posts per day during the campaign.
The Campaign won ‘Grand Prize’ and ‘Best Use of Digital Outdoor’ at the Clear Channel Outdoor Planning Awards 2012.