We were briefed to promote off-peak travel with Eurotunnel Le Shuttle to a ‘millennial’ age group (young couples with no children, or with very young children), who can benefit from travelling outside of school holidays, to increase bookings.
We wanted to reach a new audience and increase consideration and awareness with those who may have never travelled with Eurotunnel Le Shuttle before, or haven’t travelled with them since travelling with their parents for a family holiday when they were younger.
In order to inspire the audience to travel with Eurotunnel Le Shuttle we worked with home renovation and vintage influencer Emily Jane Lathan to create Instagram content.
We sent Emily on a trip to the Braderie de Lille to showcase the flea markets and highlight that when you travel with Eurotunnel Le Shuttle there are no weight restrictions so you can fill your car with as many trinkets and purchases as possible.
Emily’s reel continued to perform well after the campaign period and went viral post results being shared, gaining 1.3 million views, over 49k likes and attributing an additional 90+ followers to the @LeShuttle Instagram account in a 3-day period.