Case Study

Eurotunnel – And the dog came too

Making a smart choice about how you travel to your holiday destination can have a big impact on how much you enjoy your time away.

If you take your own car via Eurotunnel there are many benefits to be had: you can forget about having to limit your luggage because of airline restrictions; the family doesn’t need to wave goodbye to the dog at the kennels; and you can even take your cycles. You just load up with everything you could possibly need for a family holiday – dad’s bike, mum’s yoga mat, son’s scooter and even Fido – and off you go.

Eurotunnel wanted to increase understanding among holidaymakers of the benefits it offered and encourage more of them to consider it as a way to travel.

The AEM process

To achieve these aims, we needed to promote the advantages of taking your own car on holiday, and show why travelling with Eurotunnel is such a great way to take a self-drive trip. With no checking in or weighing of luggage, you simply drive on to the train, relax, and you’ll be in France in 35 minutes and Holland or Belgium in a matter of hours.

We decided against creating a checklist of Eurotunnel benefits vs fly/drive and ferry travel, and opted instead for a more imaginative and inspired approach. We decided to build an emotional connection between Eurotunnel and our readers by focusing on things we know they love (food, sporting events, wildlife, history) and the reasons they travel: to spend time with family; to experience new culture; to have adventures.

The Idea

Every holiday with a family is an adventure. With so many people to keep happy and entertained, being able to pack what you like, and travel at your own pace is key to family harmony. We wanted to show readers how adventurous family holidays are made possible thanks to Eurotunnel, and we wanted to place families – in all their chaotic glory – at the heart of what we did.

So we created a series of eye-catching illustrations for The Times Magazine and The Sunday Times Magazine and Fabulous, The Sun’s magazine. Stylish and full of character, bespoke artwork was created for each title to reflect its tone and audience. Drawn by Darren Smith, Bridge Studio’s creative content director and regular cover artist for the Times Literary Supplement, the illustrations depicted families by their cars wearing or using the equipment they were able to take with them thanks to Eurotunnel.

The idea was to drive home the message that travelling by Eurotunnel lets you do more of what you love on holiday.  Our snappy features highlighted the attractions of key destinations, the benefits of taking plenty of kit for all the family and highlighted the USPs of using Eurotunnel.

We created videos to show the benefits of travelling by Eurotunnel and engage our online and social audiences. For The Sun we used humour to showcase the fun of being able to take a dog on holiday. For The Times we drew our audience’s attention to just how many destinations were available and our “pack like a pro” video showcased just how many fun items you can bring when travelling with a car.

Across radio and Times+ we used appealing competitions to further drive awareness of the variety of experiences that Europe offers – all at your fingertips with Eurotunnel

The Results

The campaign reached more than five million adults in print while the videos achieved 3,271,800 video views, 341,244 over target.

The Times+ competition has achieved 39,829 entries to date, against a 10,000 benchmark

Over-delivered on radio impacts by 1,583,719

Reader research showed that six in ten agreed that the content told them more about Eurotunnel and they trusted the creative

The campaign increased consideration for travelling on Eurotunnel by 28%

29% of those who recalled the campaign said they had visited Eurotunnel’s website

More than 1,000 entries in all to a talkSPORT competition to win a trip to see Borussia Dortmund, a Virgin competition to win a trip to see Foo Fighters in Belgium and a talkRADIO competition to win a European holiday.

 

  • over 5m readers engaged in print across The Sunday Times, The Times and The Sun
  • 3271800 video views 341,000 over target
  • 28% increase in consideration for travelling on Eurotunnel