Despite the success Eurotunnel Le Shuttle had in delivering bookings and market share, their brand awareness was still lagging behind Eurostar and P&O Cruises. Additionally, there was still confusion about their product offering, and the growth of low cost airlines negatively impacted their business.
So, we did something drastic, we moved away from their performance marketing model to introduce a completely new advertising approach. We produced a new creative strategy, taking Eurotunnel Le Shuttle from a functional advertiser to a more emotional, experience-led advertiser.
We needed to establish a balance between performance and brand messaging and targeting in existing channels, such as organic search and radio, to influence decision making and give them a presence higher up in the path to purchase. Plus introduce social media (Twitter and Facebook) to provide a two-way brand communication channel whilst actively promoting the benefits of driving over travelling by air or sea.
While 2015 was a difficult year for Eurotunnel Le Shuttle with a fire in the tunnel, a humanitarian crisis in Calais and a summer of disruption due to lorry driver protests, the Go Eurotunnel Le Shuttle campaign delivered a record-breaking year, increasing revenue by 5% and more than doubling their average ROI.
Associate Creative Director
Natasha Gottlieb & Emma Carter
Director of Technology