Media Awards 2004: The Royal Mail Award - Best Total Communications Programmme

WINNER

Title: Fly Eurostar

Media agency: Manning Gottlieb OMD

Media director: John Gittings

Account director: Glyn Shadwell

Creative agency: TBWA\London

Creative directors: Clive Pickering, Neil Dawson

Account planner: Michael Davidson

Marketing director: Greg Nugent

Client: Eurostar

Brand/product: Rail Link 1 - Fly Eurostar

Media/brand manager: Catherine Sharp

No-frills airlines were eating into its market share, but Eurostar had the chance to reverse its fortunes with the launch of its high-speed rail link. Using "Fly Eurostar" as the central message, Manning Gottlieb OMD used outdoor as the primary medium. Titled 96-sheets, illuminated special builds and a mock runway at London's Waterloo station supported the creative theme. Eurostar also borrowed The Daily Telegraph cartoon Alex for its own series, which was published and promoted online. The campaign's success led to £4.8 million of incremental revenue.