Eurostar: Learning to Fly- the difference an idea made to the relaunch of Eurostar

A powerful integrated communications idea - 'Fly Eurostar' - has transformed the fortunes of the Eurostar business. By maximising the opportunity afforded by a product improvement - a 20-minute reduction in journey time - Eurostar achieved significant and immediate volume and revenue growth, such that the campaign more than paid for itself within six months. In addition, through use of benchmarking, the campaign was able to answer a fundamental communications industry question: what is the value of an idea?