Celebration - alongside traditional formats we amplified the message with an unprecedented 65 flagship panels: Tilted 96-sheet ‘take-off’ sites; Illuminated 3D Eiffel Towers (with windsocks); Landing lights hand-cut from ‘runway’ 96-sheets to intensify the backlit illumination; ‘Runway’ sites at T-junctions to amplify the impression of landing; Ceiling banners at Waterloo and an 80m runway leading to the Eurostar terminal.Challenge - Every site at Heathrow Underground Station; Handpicked panels on route to City Airport and Heathrow; Every panel at Canary Wharf DLR station & a platform at Canary Wharf tube station; A bespoke pack of City gym 6 sheets (‘For a real work-out take the plane’); All 300 tube-cards on the Waterloo and City line; 75 ‘Go Faster’ liveried taxis targeting the ‘Square Mile’ (poster sites are scarce) and airport taxi ranks; 700 48-sheets in ‘switching’ boroughs; ‘Free for a day’ taxis targeted institutions with airline travel accounts and had a Eurostar stewardess to collect passenger data.

23% more considered Eurostar to be ‘really special’; 25% more people ‘insisted’ on travelling by Eurostar; Q4 volume was up 16.3% and revenue was up over 10%; Year on year share figures increased from 58.1% to 65.96% on the London-Paris route and 41.76% to 47.56% on the London-Brussels route. (Source: NFO tracking, Eurostar Sales and Civil Aviation Authority)