Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Em MathewsGrad Pitch Brief AMV BBDO
The Challenge• Eurostar’s position may be coming under  threat with competition on the cross-  channel rail route.
Objectives• Ensure that Eurostar are well positioned to  deal with this new challenge• Use a Pan-European Approach
Competitor Review               Speed         Door to door    Less expensive      UnrestrictedStrength                    ...
Competitor Review               Speed         Door to door    Less expensive      UnrestrictedStrength                    ...
Eurostar SWOT              Strengths                         Weaknesses•   Convenience                      • Cost•   Comf...
Market Truth• Travelling by train is more luxurious than   other methods of crossing the channel
Previous Campaigns
Previous Campaigns
Previous Campaigns
Tone of Voice & Analysis• Light-hearted• Fun• Doesn’t take itself too seriously• No imagery of trains/tunnels• Focus on de...
Brand Truth• Eurostar has set the bar as the first for  cross-channel rail travel
Target Audience Segments                                        Brand                                        directed     ...
Target Audience Segments                                        Brand                                        directed     ...
Consumer Profile•   Busy•   Ambitious•   Reward seeking•   Highly sociable•   Status is important•   Strong herd mentality...
Consumer Journey Planning            Booking               Packing               Travel to the stationCheck-in    Board   ...
Audience Truth• They feel entitled to a première experience    whether or not they are travelling first                   ...
Insight                      Audience Truth                                              Brand Truth  Market Truth        ...
Insight                      Audience Truth                                              Brand Truth  Market Truth        ...
Proposition   To show that Eurostar isthe most elegant way to travel     to and from Europe
Reasons to Believe• The Brits get dressed up to take the  Eurostar to Paris – this is the opposite with  EasyJet• This tie...
Brand Platform   The Way There   La Façon d’y Arriver   De manier waarop er
Media SuggestionsHigh Indexing Channels:   Low Indexing Channels:• Internet                • TV  90% Penetration          ...
Media SuggestionsHigh Indexing Channels:   Low Indexing Channels:• Internet                • TV  90% Penetration          ...
Creative Thought Starters
Thank You                       Em Mathews            em@emmathews.co.uk              +44 (0) 7879 351 018             fai...
Eurostar
Eurostar
Eurostar
Eurostar
Eurostar
Eurostar
Prochain SlideShare
Chargement dans…5
×

Eurostar

2 739 vues

Publié le

Final project presented to AMV BBDO Dec' 2012

Publié dans : Voyages, Technologie
  • Soyez le premier à commenter

Eurostar

  1. 1. Em MathewsGrad Pitch Brief AMV BBDO
  2. 2. The Challenge• Eurostar’s position may be coming under threat with competition on the cross- channel rail route.
  3. 3. Objectives• Ensure that Eurostar are well positioned to deal with this new challenge• Use a Pan-European Approach
  4. 4. Competitor Review Speed Door to door Less expensive UnrestrictedStrength movement Long check-in Cost of fuel Long journey time CostWeakness Bargain Hunters Families Older People / Business /Audience Students Active travellers
  5. 5. Competitor Review Speed Door to door Less expensive UnrestrictedStrength movement Long check-in Cost of fuel Long journey time CostWeakness Bargain Hunters Families Older People / Business /Audience Students Active travellers
  6. 6. 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
  7. 7. Market Truth• Travelling by train is more luxurious than other methods of crossing the channel
  8. 8. Previous Campaigns
  9. 9. Previous Campaigns
  10. 10. Previous Campaigns
  11. 11. 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
  12. 12. Brand Truth• Eurostar has set the bar as the first for cross-channel rail travel
  13. 13. Target Audience Segments Brand directed Arts & Culture 2.6Fun OrganisedOrganising Fun Work hard, Novelty 2.8 Play harder 2.8 Seekers Price Influenced
  14. 14. Target Audience Segments Brand directed Arts & Culture 2.6Fun OrganisedOrganising Fun Work hard, Novelty 2.8 Play harder 2.8 Seekers Price Influenced
  15. 15. Consumer Profile• Busy• Ambitious• Reward seeking• Highly sociable• Status is important• Strong herd mentality• Everything has a value• Used to instant results
  16. 16. Consumer Journey Planning Booking Packing Travel to the stationCheck-in Board Travel Arrive
  17. 17. Audience Truth• They feel entitled to a première experience whether or not they are travelling first class
  18. 18. Insight Audience Truth Brand Truth Market Truth They feel entitled to a première Eurostar has setTravelling by train experience the bar as the firstis more luxurious whether or not for cross-channel they are travelling rail travel first class
  19. 19. Insight Audience Truth Brand Truth Market Truth They feel entitled to a première Eurostar has setTravelling by train experience the bar as the firstis more luxurious whether or not for cross-channel they are travelling rail travel first class Eurostar should now set the standard forluxurious on board experience by bringing a sense of elegance back to train travel
  20. 20. Proposition To show that Eurostar isthe most elegant way to travel to and from Europe
  21. 21. 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
  22. 22. Brand Platform The Way There La Façon d’y Arriver De manier waarop er
  23. 23. Media SuggestionsHigh 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
  24. 24. Media SuggestionsHigh 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
  25. 25. Creative Thought Starters
  26. 26. Thank You Em Mathews em@emmathews.co.uk +44 (0) 7879 351 018 fairedos.blogspot.com @ParisiEm

×