Raise awareness of Eurostar's association with London 2012 as the Official International Rail Services Provider. Drive registration & entries to take part in the Tri-city-athlon event. Promote Eurostar as an exciting and effective way to visit Europe.

Build awareness for Eurostar and drive engagement

The double Olympic Champion, James Cracknell fronted the campaign, encouraging readers to go online and enter the competition. In-Paper - 1 x four page editorial pull-out, 3 x half page features. Online - Fully interactive website. 1 x mini recruitment film fronted by James Cracknell (touring the course in Paris & Brussels) encouraging online users to enter, view entries etc. Event: James Cracknell and the British Team took part in the event on September 14th.

37% of those who read the campaign were aware that Eurostar is associated with London 2012; an increase of +236%. One in four people said that the Tri-city-Athlon features had brought Eurostar's association with the London 2012 Olympics to their attention. After reading the Tri-City-Athlon features, people saw Eurostar as more convenient, exciting, green, and innovative. Since seeing the features 38% had done or intended to visit Eurostar.com and 16% had done or intended to book a trip on Eurostar.

The Telegraph and Eurostar Tri-City-Athlon generated positive results in a wide range of measures including: Advertising Recall, Brand Attributes, Purchase Consideration, Consumer Action.