Eurotunnel Le Shuttle consumer

Exploring Braderie de Lille

Promoting off-peak travel with Eurotunnel Le Shuttle to off-the-beaten-track destinations.

Consumer Lifestyle
Social
Digital

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 created 3 days of story content, one carousel and one reel featuring the service the Eurotunnel Le Shuttle provides, the flea markets at Braderie de Lille and the benefits of the service.

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.

Editorial impacts

5.9%
Average engagement rate
Clicks
11k
Engagement
Impresssions
Pieces of coverage
287k
Reach
Hours of Tiktok video playtime
Hours of YouTube playtime

Brief

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.

Approach

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. 

Result

Emily created 3 days of story content, one carousel and one reel featuring the service the Eurotunnel Le Shuttle provides, the flea markets at Braderie de Lille and the benefits of the service.

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.