This week saw the launch of Eurostar’s new campaign supporting Amsterdam as a new destination. This is the second campaign to underpin Eurostar’s new positioning of ‘Opening The Way’ to new experiences and destinations. Eurostar Live serves as a live channel intended to bring to life the experience of travelling to and staying in Amsterdam
The channel runs a combination of live content (Eurostar business data, paid for content from bloggers, competitions and user generated content from people living the experiences of Amsterdam) on multiple outdoor formats. All of this is done real time and multi platform – a comment from a blogger is on screen in seconds, an uploaded image of Amsterdam is re-purposed immediately to run on an XTP, digital 6 or expanding format online. It runs across circa 4000 spots a day across numerous formats and every execution will be different.
This is a first of its kind, its the first ever properly live digital campaign that manages multiple live feeds in numerous environments at any one time, but most importantly it is the start of Eurostar’s drive to embrace social content as part of their outward facing communications.
More of our thinking on this to come…