What’s your Lamest Excuse? Eurostar launches social media campaign to drive traffic on connecting destinations

Wednesday 2, February 2011


What’s your Lamest Excuse? Eurostar launches social media campaign to drive traffic on connecting destinations


Eurostar, the high-speed rail service that links the UK with France and Belgium, has launched a social media campaign – “The Lamest Excuse” – offering the chance to win free tickets to a wide variety of destinations across Europe.


The campaign, developped in partnership with RAPP and We Are Social, has been designed to raise awareness of the convenience of travelling by high-speed rail to a large range of destinations in Europe. To be in with a chance of winning a pair of tickets, visitors are encouraged to upload a video of their “lamest excuse” for wanting to explore one of Eurostar’s many cities across Europe. They are then invited to get people to vote for their entry, promoting their videos via social media. The videos with the most votes win a pair of return tickets to their chosen destination.


The campaign will run for 12 weeks with a winner every fortnight. All six winners will then be entered into an "Ultimate Winner" prize draw, where they will be asked to create a further video of their travels along with an “exploration” story. This will be entered into the final draw, with the Ultimate Winner scooping a year’s worth of Eurostar travel (12 pairs of return tickets to any Eurostar destinations in Europe).


The campaign is being promoted via CRM and social media, including activity on Facebook, Twitter and YouTube and through seeding amongst influencers and on blogs.


Commenting on the initiative, Daniela Glynn-Jones Social Media & CRM manager at Eurostar says: “This is a fun way of demonstrating that Eurostar is not only the gateway to Paris, Brussels and Lille, but also the natural link to more than a hundred destinations across France, Belgium, Germany, The Netherlands, and Switzerland. With cities such as Amsterdam accessible in just 4h16 minutes or Lyon in just 4h57 minutes, it’s never been so easy to explore everything that mainland Europe has to offer. The competition has been designed to capture people’s imaginations, and we hope that it will inspire many other travellers in the near future.”


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