Eurostar: How Mr Jetset made Eurostar mean business

Eurostar successfully re-launched in 2003, based on a product improvement and the 'Fly Eurostar' communications campaign. In the short-haul business market however, Eurostar's share remained relatively low. A core group of business flyers continued to resist switching to Eurostar. As more frequent travellers paying higher fares, hard-won converts would be of high and long-term value. The 'Fly Eurostar' platform was made to work hard via an integrated, highly-targeted campaign, featuring a comic character called 'Mr Jetset'. Increases in business volumes and revenues continued after the campaign as switching translated into loyalty. Eurostar achieved £21.2m of incremental net revenue on the Paris route alone and critical objectives of brand strength and share growth have been achieved